We’re proud to announce the launch of our new campaign for Chiltern Railways.
This new work is our first since winning the account late last year and marks a significant departure from the previous look and feel for the brand.
As a challenger to Virgin Trains on the very competitive Birmingham-London route and after suffering a loss of business with a landslide back in January, for this new campaign it was important to communicate the Chiltern difference in a memorable and entertaining way.
Alistair Ross, our Creative Partner says:
“Chiltern Railways has a great customer story to tell – more punctual than their better-known, higher-spending rival with a real dedication to providing a brilliant service. When we combined this with the beautiful Chiltern countryside we realised we had a potent combination on our hands – one that turns train travel from a chore into a pleasure.”
The new creative style uses type in a heroic and dramatic way to build headlines that stand in bold relief against backgrounds which show both Birmingham and London and the bucolic scenery that lies between along the route.
This approach has real visual impact and we were delighted to collaborate with Gramercy Park Studios to help bring this new look and feel to life for TV and Cinema.
In our 30s spot, we follow a “Type-Train” taking a journey from Birmingham to London, passing landmarks such as Warwick Castle, the Grand Union Canal, Bicester Village and, approaching London, Wembley Stadium. Headlines remind us of the reasons to consider Chiltern Railways and the commercial ends with the line that sums up the campaign neatly: “The Smarter Way To London.”