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Discovering inspirational winter moments by train

Following the success of the Summer 2018 hidden gems campaign, Southeastern wanted to continue encouraging audiences to explore London, Kent and East Sussex in the run-up to Christmas.

Whether a cosy pub lunch beside an open fire, or a stroll around a festive Christmas market, we were tasked with inspiring audiences to discover winter hidden gems by train.

The campaign helped achieve a 122% difference in uplifted revenue between the Winter 2017 and Winter 2018 campaigns.

Moments of wonder and warmth

We realised the winter months create two emotive themes which we needed to incorporate into the campaign. Moments of wonder – those magical visits to Christmas markets, light displays and ice-skating rinks. Or moments of warmth – those cosy situations such as sipping a hot chocolate in your favourite cafe or enjoying a pub roast next to an open log fire.

An evolution of the creative concept

We were asked to build on the success of the Summer hidden gems campaign whilst evolving the creative treatment in order to add a fresh look for the Winter 2018 campaign.

This time the creative featured a newly refined social media frame device. The surrounding image outside the frame had a blurred effect applied to help bring the activity contained within the frame into focus.

Engaging and exciting audiences

Emotive quotes were developed for messaging to capture the feelings experienced at the hidden gem destinations of Canterbury, Hastings, Greenwich, Rochester and Tunbridge Wells.

This approach engaged and excited audiences to travel to Southeastern hidden gem destinations in order to experience their own moments of wonder or warmth.

Effective targeting

Media included press advertisements, digital banners and station posters.

This was supported by a radio advertisement, targeted at local stations, which encouraged audiences to discover hidden gems across London, Kent and East Sussex.

Play Radio Ad

Following the success of our Summer #SEhiddengems campaign we worked with The Team again to devise the creative treatment for our Winter campaign. Their work perfectly captured the emotion of finding and experiencing hidden gems across our network, using engaging and inspirational imagery with a clear message and call to action. The creative had real stand-out across all media channels and certainly helped us to achieve our objectives.

Roma BaigCampaigns Manager, Southeastern

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