Client
First Transpennine Express
Sector
Transport
Business
Rail operator
Objective
To design and implement an easy-to-follow walking guide, depicting five picturesque walks all written by renowned author Mary Welsh. The five walks all started and finished at stations along the Lakes Line of the First TransPennine Express route.
Activity
Following a number of meetings with the author and research into relevant target markets, the client was presented with a number of approaches suitable for the promotion. The final option agreed for development offered a front cover, generic to the theme of rural walking and included simple graphics walkers could follow with ease. An effective fold out map, for each walk, ensured the communication was user-friendly. Station posters at all Lake Line stations were produced and highlighted availability of the guide.
Results
Whilst the project was delivered on time and within a creative budget of £6k (as expected), the highest praise came from a Mystery Shopper, who noted in a report to senior management;
...”On publicity though, I must say that the booklet ‘Catch the train and go walking around the Lake District’, with its superb fold out maps, is one of the finest pieces of railway publicity I have seen for many years. Whoever worked on it is to be congratulated”. On the back of the project’s success, we have been commissioned to produce a second series of walks on the TransPennine route.
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