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SouthWest Trains brief was for a campaign to increase tickets sales during the off-peak period - during post Christmas and the New Year. Our insight was - ‘everybody needs a little lighting up in the dark winter days, so why not do this by travelling to somewhere new’. The ‘BIG IDEA’ rallying call was ‘WINTER SMILES for YOU, £10 day returns’. Putting it up in neon lights added to its impact and new media channels were purchased to display the creative more naturally. These included digital 6 sheets, XTP’s and digital cinema posters. WINTER SMILES performed better than ‘Catch the Summer Fever’ and ‘ACCESS ALL AREAS’ and became the most successful campaign to date.