Transpennine express

Role: strategist

Project: launch TransPennine express’ new fleet of trains

Key outputs: Qual research - Quant research - Competitor reviews - Task analysis - Problem Statements - ATL/BTL Advertising

We launched TransPennine Express’ new fleet of trains with a full ATL/BTL campaign that worked throughout their channels and shared the range of messages they wanted to market throughout the year.

Strategy

The campaign centres around TPE’s role in bringing people across the north of the UK together. By riding the trains for a few days, speaking to a huge range of people, we found two keys things:

  1. As people no longer simply live in the town, city or village they were born, the train plays a vital role for helping people stay physically connected

  2. People use the train for a huge variety of reasons; from seeing old friends, family, pub crawls, niche hobbies- every journey is unique

This research helped centre the ‘Get Together’ campaign around the idea of helping people connect, as TPE’s new trains help facilitate these connections more than ever.

The campaign

The campaign features a world in which the unlikeliest of objects are the passengers, who are all making their way across the north to get together with their perfect partners and natural friends. 

Voiced by an all-star cast, it includes a red bucket boarding a train along with a tea-sipping torch, a self-tapping laptop and a romantic literature-reading paintbrush.

It features 40”, 30” and 2x 10” spots, as well as print, radio, digital OOH, social media and digital.

The campaign received 5 stars in David Reviews.

And a glowing review in Little Black Book.