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Southern Railways "May Madness" campaign

Client: Southern Railways

Agency: VCCP

Southern’s Railway’s has launched  its most ambitious campaign to date, promoting a month-long 26% online discount on Advance and Off-Peak tickets with a further exciting offer for Southern customers to be announced later on in May.

The month of May madness culminates on May 31 and is being held in honour of Loco Toledo’s birthday, Southern’s moustachioed Mexican wrestler train enthusiast who fronts all of Southern’s advertising.

VCCP have used the campaign to introduce a creative refresh to the approach taken to Southern’s advertising. Inspired by traditional Mexican wrestling posters, two new striking executions have been designed to herald the offers available in May.

The month-long campaign includes TV, radio, press, outdoor, online, Spotify, Facebook and direct channels going live across Southern’s core South East region from 4th May 2011.

Two days of Mexican themed birthday parties organised by Good Relations will also be held in stations across the Southern network on Monday May 23 and Tuesday May 24 to support the offer and to involve the Southern staff in the celebrations for Loco Toledo’s birthday.

Alistair Buckle, head of marketing for Southern Railway, said, “This is a fresh, new campaign which we hope will really enthuse customers to travel by rail to many of the great destinations on the Southern network in the Summer months. 26% off Advance and Off-Peak tickets when booked online is a great incentive to get new customers to take the train and we’re confident this distinctive campaign will help us meet our marketing objectives to migrate rail ticket sales online and grow the market for rail travel. Watch this space for further exciting news for Southern customers coming soon.”

Fergus Hynd, adccount Director at VCCP said, “Loco Toledo has been a big success since he launched in November 2009 and using his birthday to promote some amazing offers throughout May is a great way to build on Southern’s positioning as a train company genuinely passionate about rail travel. Equally, the striking new look and feel that has been devised for this campaign really moves Loco into a new, exciting phase of his story.”

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