Good design drives more travel with Southeastern
With a great seasonal ticket offer to promote, we were tasked with encouraging Southeastern audiences to travel to Kent and East Sussex by train – bringing the destinations and their hidden gems to life in an early summer campaign.
Within a week of launching, the campaign saw tickets sales increase by 30%.
Following successful #SEhiddengems campaigns for Southeastern throughout 2018, we wanted to take the opportunity to showcase the variety of gems on offer across the region. This meant a step change to focus on not one gem but many, keeping the appeal broad and exciting. Key to this would be finding a technique that enabled us to do this in an unexpected and engaging way.
To create our showcase, we designed a pop-up book. From family-friendly activities to foody delights and works of art, our pop-up pages offered a perfect visual showcase of the hidden wonders available at the key destinations of Canterbury, Deal, Hastings and Whitstable.
In line with the treatment, we used a storytelling narrative to bring the experiences of the visit to life in the words of the traveller. Our audiences were encouraged to ‘Start your Summer Story with Southeastern’, which also hinted at one visit being just the tip of the summer iceberg.
The media mix included radio, digital banners, station posters, press adverts and 15-second animations where our pop-up book came to life to the sound of summer and the pages of a book turning. These were shared across programmatic video, targeted at a commuter audience, as perfect enticements to help encourage off-peak travel to these Southeastern destinations.
Producing the creative in 3D CGI enabled us to build a realistic look and feel for the pop-up books, whilst offering a new level of engagement for viewers through animation.
The creative concept for the campaign is just so unique and different to what we have done before, which is exactly what our hidden gems campaigns needed! Instead of showcasing just one attraction in our creative, this concept captures a variety of things you can see and do at a destination, highlighting both big attractions and hidden gems together. The pop-up book style worked really well across different assets, and has really evolved the way we communicate #SEhiddengems for the better!
Roma BaigCampaigns Manager, Southeastern