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ADVERTISING CAMPAIGNS

Arriva Trains Wales ‘Super Hero’ campaign

Agency: Communique 360

Client: Arriva Trains Wales

Arriva Trains Wales is to tackle the serious issue of passenger safety on the railways with a fun and engaging campaign created by Communique 360.

The integrated campaign comprising posters, internal employee communications and customer-facing material such as leaflets and stickers, launches this week and will run indefinitely given the seriousness of the issue it is tackling.

The campaign draws attention to the risks and hazards that can lead to injury and accidents, using spoofs of DC Comics style super-heroes (eg: Superman, Wonder Woman) to depict typical travel and station scenarios.

There are three main characters in the campaign: SuperTwerp, Rush Gordon and Wander Woman.  Each execution shows a fallen ‘superhero’ behaving inconsiderately and the impact that their antisocial behaviour can have on other passengers, from being offended or frightened to physically endangered by their actions.

Head of Marketing at Arriva Trains Wales, Vanessa Schotes, said, “Passenger safety on our stations and trains is very important to us. We wanted to create an impactful campaign that highlights the types of behaviour that lead to accidents. “

Mark Nepstad, Client Services Director at Communique 360, added,“The campaign idea is not only versatile and impactful, but quite different from other railway safety campaigns, which can be lacklustre.

“Over time we want passengers to become familiar with the different safety issues and look forward to the next super hero instalment”.

AJR
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