Develop a national ad campaign to launch 6 new routes to London City.
1) How do we make travellers reappraise and take notice of the way they get to London and make them consider the plane rather than the train?
2) Furthermore, how do we reappraise those from Exeter and its surrounding areas, the shortest route where train or car seems even more obvious?
National: Create bespoke print ads in very localised niche titles and use specific local place names to draw commuters in. Make them feel even their village or suburb is on the map and able to fly direct to London.
Exeter: Put together an ambitious stunt at Exeter Train Station, giving rail commuters the best start and end to the day, and above all disrupt and create enough noise to attract the media.
Reached a vast swathe of the UK via 80 bespoke press ads across 120 niche print titles.
Gave out thousands of leaflets, coffees, newspapers and spoke with would be commuters.
Created a 2 minute film of the content posted on youtube - 60,000 views and counting...
Got key publications / websites writing about the event from the Daily Mail to the Wester Morning News to the Daily Telegraph