New campaign – Midland Mainline

Midland Mainline, the train operator, is launching a campaign with real customers talking about the "value and service" they get when travelling to London. It aims to encourage customers to use the service more frequently.

The campaign, which has been created by Isobel, features animated characters voiced by customers with East Midlands accents. It will break on television next week. The six TV spots will be backed with radio and poster executions.

The characters include a hairdresser, a businesswoman and a granny all enthused by the value and service they get on the service when travelling on Midland Mainline to London.

The agency, which won the account last year (MW December 7, 2006), has been briefed to improve communications with passengers, raise awareness of the brand and simplify the fare structures.

Midland Mainline, which is owned by the National Express Group, is bidding to keep its East Midlands train franchise against Arriva, First Group and Stagecoach Group.