We were commissioned by Northern Rail with a clear brief to both generate ticket sales and to enhance brand sentiment with the central objective of encouraging travellers to choose the train first to discover local. We initially proposed a 6 month campaign across Northern’s digital channels, providing white label content covering 6 towns and cities across Yorkshire. This was immediately extended to include additional content to be shared leveraged across all of our channels to expose Northern to our fully engaged ABC1 audience.
Our unique on the ground relationships were central to finding ways to neutralise negative sentiment around current politics and bring businesses and train travellers on side to engage with the campaigns. The relationship continues to run through different campaigns and is now in its third year.
We were particularly impressed with Independent Life’s long established local knowledge across the Yorkshire places we travel to. They were the natural partner to encourage people to choose the train to discover local.
