To drive awareness of the 16-25 Railcard and engage with a student audience at the product’s key purchase point – pre-Freshers’ Week. Essentially, the brief was to drive brand awareness through widespread national media coverage.
In order for the campaign to deliver press coverage that would translate into sales, we knew we had to come up with a creative execution which would communicate the key benefits of the railcard. We had to position it as an enabler of new experiences and adventures.
Thus, the first-ever ‘Insta-Rail’ map of the UK was born – an interactive map of the most Instagrammable selfie spots in the country, all accessible by train. To drive coverage, we commissioned research to reveal the lengths people go to to craft the perfect selfie. We then encouraged young people to complete the map by sharing their #InstaRail selfies, with the best shot receiving a £1,000 prize.
- Against a target of three national hits, we delivered six, including the juggernaut that is the MailOnline, The Sun (twice), Daily Mirror and Daily Star
- Challenged to secure 15 pieces of regional press coverage, we brought in 34 – vital for reaching the all-important parent market
- Asked to secure backlinks from 40% of online coverage, we delivered links in 100% of national and 50% of regional articles