South Western Railway launches its first integrated brand campaign, aimed at inspiring families to explore their network and create lasting memories together.
Created by ENGINE, the campaign
showcases the incredible range of days out that can be had with over 200 destinations on the network, and reminds us that the memories we make when we have a great day out with family or friends never leave us.
In our busy lives, finding time for a family day is never easy – and around 40% of parents worry their children are not as happy as they once were. For many children just spending time with mum and dad makes a day truly special. Taking the train means more time with one another and with so many great adventures and attractions just a short train trip away making great memories has never been easier.
The playful campaign is storybook-like in its execution and follows one family’s adventure from London to the New Forest to Bournemouth where they pick up additional ‘friends’ along the way, including a CGI sea lion, Queen Elizabeth and a mummy.
The 40” spot was directed by Outsider’s Dom and Nic. It will air on the 22nd August and will be supported by OOH, radio, paid social, influencer activity and a partnership with Global media. The campaign is the first the7stars have delivered for First Group after being awarded the contract in April 2019.
South Western Railway took over the former South West Trains rail franchise in 2017. The campaign sits alongside significant investment in the railway, as South Western Railway aims to deliver considerable advancements across the region via several initiatives including: more seats, more capacity, free Wi-Fi and great value advance fares across the network.
Paul Bright, Head of Sales and Marketing at South Western Railway: “South Western Railway is excited to be launching our first ever brand campaign. The campaign showcases some of the great experiences that are available on the South Western Railway network, and reminds us that the very best experience is a great day out with the family.”
Steve Hawthorne, Creative Director at ENGINE: “The memories you make on a family day out last a lifetime. That’s the insight we wanted to bring to life with this campaign. And given the incredible array of destinations on the South Western Railway network, there’s no shortage of memories waiting to be made. Cue a dancing sea lion, a cycling mummy and a hungry suit of armour.”
Creative Agency: ENGINE
Creatives: Alicia Job & Jessica Watson
Creative Director: Steve Hawthorne
Producer: Stefanie Forbes
Planner: Nicola Dyball
Account Handling: Robert Carter and Sally Heiser
Agency Designers: Aaron Pacey