Making gas safety more personal and memorable
to travel by train
8A hidden gem can be a fantastic place, person or even an experience. Often undiscovered or little known – Kent and East Sussex are full of them. In 2018, train operating company Southeastern wanted to encourage audiences to travel off-peak to destinations in south-east England. The Team’s brief was to create a ‘hidden gem’ summer campaign to excite audiences with hidden gems that Southeastern could take them to discover – encouraging travel by train, rather than car.
Our 2018 'hidden gems' summer campaign helped drive a 412% increase in ticket sales and a 940% increase in revenue from 2017.
A distinctive and diverse campaign creative bought to life gems located in the hero destinations of Folkestone, Battle, Chatham, Greenwich, Rochester and Broadstairs.
The media mix included local press, radio, digital banners and station posters.
Using an existing hashtag of #SEhiddengems enabled us to leverage an ever-increasing collection of content (much of it user generated), which captured the diversity of the gems.
This was a great way to boost discovery and get people excited about easy travel to great places across Southeastern’s network.
The Team understood the concept for our Summer 2018 campaign. They utilised our brand guidelines effectively and evolved previous creative to be more human, more impactful and more relevant. This contributed to our most successful summer campaign yet and we are looking forward to collaborating again very soon!
Roma BaigCampaigns Manager, Southeastern