Rail Delivery Group: Breaking Point

The Challenge

To generate awareness of Family and Friends Railcard in the key summer holiday trading period.

We were tasked with devising a campaign that would reach and resonate with busy parents over the long school holidays, impressing upon them that discounted rail fares would open up a world of opportunities for bored children everywhere.

 

The Idea

Upon doing our background research, it soon struck us that Family and Friends Railcard had the opportunity to identify and own the date that families first snapped under the pressure of keeping their little ones entertained – a date we named ‘Breaking Point’.

We proposed that we reveal this all-too-familiar day to the national press, in a campaign fronted by single parent, Jeff Brazier, accompanied by tips for surviving the long-drawn-out summer break.

 

The Results

  • Challenged to secure two national mainstream articles, we tripled that with almost blanket broadsheet and tabloid coverage across the Daily Telegraph, Daily Star, Express, Sun, and the holy grail of UK titles for mass reach – the Mail Online
  • Asked to secure two further high profile online pieces, we delivered five, with coverage across virtually all of the Railcard’s target titles: MSN.com, Closer, Hello, Yahoo! and The Huffington Post
  • Tasked with securing coverage from two parenting bloggers, we doubled that, with our survey story covered editorially by ‘Deep in Mummy Matters’, ‘Me and the Tiny Three’, ‘92three30.com’ and ‘Yummy Mummy Beauty’