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TransPennine Express 'This Way'

Agency: Code Computerlove

Client: TransPennine Express

Train operator First TransPennine Express is launching it’s first  advertising campaign to promote the new Manchester to Scotland service, which the company takes over from Virgin Trains on December 9, 2007.

The new £500K 'This Way' campaign, devised by Code Computerlove includes online advertising , national and regional press.

It plays on the various interpretations of the ‘This Way’ phrase - go this way, travel this way or see things this way.

Rather than focusing solely on cost the campaign highlights the attributes of the new service and the route itself - including larger windows, additional space to enjoy the view and great countryside scenery.

It aims to drive consumer to a microsite, where they can purchase tickets and be inspired to visit each destination - with bespoke visitor guides.

Consumers can also view video clips of the journey, get details of special offers and learn about other benefits of travelling with First TransPennine Express.

The site expands across the screen when visitors first arrive on the home page, highlighting the more room to enjoy the view message. Online banner adverts will also feature rich media video streaming of the journey and will expand across the advertisers site page.

Marketing manager for First TransPennine Express,
Dave Crocker, said, “Code's creative concepts to show how the campaign could work on and offline literally blew our socks off.

“Our brief was to reach as many people as possible with the new campaign, across any media, in the most cost effective way.”

He added, “Their campaign showed how placing digital at the heart of our marketing strategies allows us greater impact and increased reach than we might previously have achieved through traditional channels alone.

"Our objective is for the website to become the central focus of an
active, stimulating and creative business generator."

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