Client: East Coast
Agency: AMV BBDO
The train operator East Coast unveiled its biggest-ever campaign on 22 May to coincide with the introduction of the most significant changes to the rail timetable and on-board service in 20 years.
The multi-media campaign, created by AMV BBDO and planned by MPG, broke across national TV, high-impact outdoor, regional station takeovers, and is supported by digital outdoor, digital display and internal comms.
Using the new strapline ‘Welcome to East Coast’ across all integrated comms, the campaign features a range of passenger upgrades recently made to the service including a complimentary meal served at seat in First Class, wi-fi and faster journeys on many routes.
Showing off the personality of the service and its staff, the TV executions document trips along the route taken by celebrity faces Vic Reeves and Rory Bremner, both fellow ‘East Coasters’ from Darlington and Edinburgh respectively.
In the first of the 60” edits we see Rory giving us a personal guide to his route home, all done in his own unique style, whilst in the second we see Vic showcase a hidden talent in the comfort of First Class. All staff featured in the adverts were company employees, as it was felt that only the actual staff could deliver that genuine East Coast welcome.
Both commercials were shot by Henry Alex-Rubin, hot off the back of his award-winning T-Mobile work, and produced by Smuggler who also picked up Most Successful Production Company at the recent BTAA awards.
East Coast commercial director Peter Williams said, “With this campaign we’re introducing the true East Coast brand to the UK; highlighting our friendly approach to service, the genuine values of a warm welcoming service, and the lovely food available onboard. Our idea is to demonstrate to people that an East Coast journey is a very different experience - more comfortable, more friendly, more effective, and still great value.
“Rory and Vic were chosen because they are not only frequent users of our service but can communicate the key messages in their own inimitable, memorable and welcoming ways”.