Work

Rekindling their love of trains: East Coast rail service

The Challenge

To meet the challenge being posed by low-cost domestic flights and persuade travelers to use the East Coast rail service from Scotland to London instead.

English media personality Donna Air changed her name to Donna Train for the week

The Solution

Havas PR UK celebrated the nation’s love affair with the railways with the event, “I Love Trains Week.” Editorial angles focused on the reasons people love traveling by train rather than any other form of transport, including the romance people feel about long-distance rail journeys. A social media and experiential campaign encouraged people to take selfies in I Love Trains booths at East Coast stations and share the reasons they love trains via Facebook and Twitter. English media personality Donna Air changed her name to Donna Train for the week and became an ambassador for the campaign, starring in video content and acting as a spokeswoman for I Love Trains Week in media interviews.

The Results

£695,000 of revenue generated by the campaign (against a target of £300,000). 13 percent of that revenue came from new passengers
10,000+ views of the I Love Trains video via syndicated sites
2,500 selfies shared with the hashtag #ilovetrains
50 radio spots, including 20 one-on-one interviews with Donna Air
30 pieces of national print and online press coverage