East Coast I Love Trains
Fanning the flames of love for train travel.
The nation’s love affair with train travel needed a little rekindling. So we played Cupid and took aim.
The thing is, long distance train travel isn’t just about a journey from A to B. It’s always for something important. You’re not just going to see an old friend, you’re reliving your favourite adventures together and having new ones you’ll talk about for years to come. You’re not just having a meeting, you’re nailing that big account. You’re not just going away with the kids, you’re seeing their faces light up at the bright lights of London for the first time.
When questioned, we found most people’s memories of train travel are tinged with romance and positive emotions. Deep down, everyone loves the train. We just needed to cut through the negativity and put a flame under that love to hot things up.
That’s how East Coast’s I Love Trains Week came about. We invited people to share their love on a dedicated website, as well as pulling in content from social media using #ILoveTrains – incentivised with a £5,000 prize.
An integrated campaign across print, digital and outdoor advertising directed traffic to ilovetrains.co.uk, where a video encouraged entries. We took to the East Coast route too, with photobooths at key stations, where people could upload their love stories straight to the website. TV celebrity Donna Air even got involved, going as far as changing her name to Donna Train on Twitter for the week.
With several thousand stories shared, nearly 50 pieces of media coverage and over double the revenue target generated, we created a real outpouring of emotion and a whole lotta love for the train.