You are central
After suspending services during the first Covid-19 lockdown, Grand Central Rail needed to get back on track. We planned and created an impactful localised media campaign to communicate their passenger-first approach and inspire confidence.
The campaign wasn’t just about responding to the pandemic amid ever-changing local restrictions. Grand Central Rail run direct services to London from locations unserved by their competitors, so we wanted to show our support for every town, city and community along the railway line. To drive engagement, every single advert was bespoke to both the location and the media format.
With our campaign live across 13 locations in September and October, Grand Central Rail bucked the industry trend and grew market share despite local restrictions causing disruptions to service. Our multi-channel approach including the use of digital out of home and special builds helped to drive engagement with the brand and raise conversion rates, even with a reduction in passenger capacity due to restrictions.