£10

Arriva Trains Wales

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Task

Arriva Trains Wales shortlisted Agency Inc to respond to a very clear creative brief to promote and prompt travel across the network for

Insight

When you go on a trip, you think of the destination, not the journey.

Solution

Our creative solution was to link destinations with the £10 offer to cement the relationship between Arriva Trains Wales and the potential entertainment available at the target towns and cities. This was a radical strategy to create mental associations and prompt travel decisions rather than simply focus on the price promotion.

The idea was also flexible enough to support a secondary strand of ads to promote specific events taking place across the calendar year, available through the rail network.

Results

Sadly the campaign was never purchased so we’ll never know what it would have done. However, we’re pretty confident that it would have achieved great things for Arriva Trains and the lovely people of Wales.

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