When me and my copywriter were working on a brief for South West Trains, we noticed that there were hundreds of amazing spots along the South West Trains route to spend summer, that a lot of people didn’t know existed. Through a print and social campaign, we made it our job to redirect South West Trains routes from overcrowded and over-priced tourist destinations, towards hidden gems across the South West Trains route.
Redirecting Summer
The original campaign highlighted some of the main spots that commuters were missing out on when they only considered holidays abroad
*Credit to Senior creatives Kevin & Nigel
Expanding the campaign
We expanded this campaign by contradicting people’s assumptions of UK holidays with the reality that could be found along the train line
To bring the campaign to social, we worked with micro influencers, Tom and Georgie Lloyd and challenged them to a competition to see who could find the best hidden gems across the South West Trains Network.
The influencers documented their travels on their accounts as well as providing content for South West Trains to use on our own communications.
Social Campaign