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ATOC and The Red Brick Road launch Two Together Railcard Campaign

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The Red Brick Road creates animated ad for ATOC

ATOC and The Red Brick Road launch Two Together Railcard Campaign

ATOC and The Red Brick Road launch Two Together Railcard campaign

The Association of Train Operating Companies (ATOC), which represents train operators, and The Red Brick Road have launched an exciting new integrated campaign, introducing the first new national Railcard to Britain in a generation. The campaign will spread awareness of the new Two Together Railcard, reinforcing the benefits and opportunities of receiving a third  off most adult rail fares when travelling with a named companion. 

Created by Baz Williamson and Jess Little, the campaign will launch on Monday 31st March with a 30” TV spot (the first ever for Railcards since rail privatization), national press and digital activity, followed by two 30” radio spots in April.


The TV ad was directed by Shay Hamias, animation and illustrations by th1ng and additional illustrations from Ben Kirchner. The charming and upbeat spot follows the travels of two people as they discover the length and breadth of Britain with their Two Together Railcard. It develops the existing ‘Magic Railcard’ print creative, also illustrated by Ben Kirchner, which currently promotes the 16-25, Family & Friends and Senior Railcards. And, like the other Railcards, the Two Together Railcard positions itself as the enabler of good times and experiences as a result of savings on rail fares for a mere £30 annual upfront cost.   

Andrew Robertson, Head of Marketing at ATOC said: “Railcards are a fantastic value proposition for rail travellers. We’re thrilled to be launching the first new Railcard for a generation.”

David Miller, Managing Director at The Red Brick Road said: “We are excited to launch this new campaign which will not only create awareness of the new Railcard but will also inspire a new audience to discover Britain by train.” 


Credits

Project name: Two Together Railcard

Client & their job title: Andrew Robertson – Head of Marketing, ATOC

Client & their job title: Anne-Marie Delrosa – Marketing Manager, ATOC

Creative agency: The Red Brick Road

Creative Directors: Richard Megson and Matt Davis

Creatives: Baz Williamson and Jess Little

Client Services Director: Andrew Godley

Senior Account Manager: Kate Gilley

Agency Planner: Ben Mitchell

Agency Producer: Tara Megson

Production Company: th1ng

Animation Director: Shay Hamias

Illustrator (people): Ben Kirchner

Producer: Milana Karaica

Editor: Post-production: th1ng

Grade: Danny Atkinson

Music Arranger & Composer: Tom Clark

Music Publisher: Squarepeg 

Media Agency: Carat (Leeds)

Media Planner:  Kym Sexton

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Genres: Animation

lbbonline.com, Mon, 31 Mar 2014 13:33:59 GMT