HOW WE ENGAGED CONSUMERS AND ESTABLISHED THE BRAND
Abellio Greater Anglia are a train operating company with routes from London Liverpool Street to Norwich, Southend and Cambridge. The concept of ‘Journey Better’ is at the heart of their brand.
The Problem
Abellio Greater Anglia’s communications had been fragmented and unable to consistently communicate the "Journey Better" ethos. As a digital and direct engagement agency, we could immediately see the potential for more targeted, measurable and integrated comms.
The Solution
Our summer campaign was divided into clear phases of activity through the summer leading up to, through and closing off the school holiday period. Each phase was segmented, targeted and tracked for maximum impact across the most effective channel mix.
The TV commercial for the Anglia TV region brings together live footage and animation to provide a host of great reasons to take the train during the summer months. It was the centrepiece of our wide-ranging integrated campaign that focused on the 2for1 major attractions in London.
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What the client said
From pitch-winning creative to the final production of a fully integrated summer campaign, Jacob Bailey didn’t miss a beat. Strategy and creative worked hand in hand to both deliver the right message to the right audience and enhance our brand. From do
Steve Gumbrell
Head of Marketing, Abellio Greater Anglia
