The campaign promotes high speed as the ideal alternative to road travel.
The new Southeastern service, running between St Pancras International and Kent, can reach speeds of up to 140 mph and should mean a reduction in journey times of up to 69 minutes for commuters. The line also serves Stratford International, a key transport hub for the 2012 Olympics.
The campaign has been developed by Brandpool and starts with an initial three-week burst, taking in outdoor, radio, digital and press in London and Kent. The voiceover for the radio campaign is provided by actor Steven Berkoff.
Andrew Ayers, head of marketing at Southeastern says: “The campaign marks a milestone in the history of the UK railways – the launch of Britain’s first high speed trains. We want to convey, especially to motorists, that now is the time to shake the driving habit. Brandpool has developed a fresh, standout campaign which has the look, feel and values of quality car advertising.”
John McWilliams, chairman and creative principal of Brandpool, adds: “We wanted to create a campaign that didn’t focus on the features of high speed train travel so much as on the real human benefits. To our audience, high speed means less stress, less angst and, crucially, more time doing the things that matter to them. Less time travelling, more time living.
Brandpool is part of Loewy Group. John McWilliams, chairman and creative principal of the agency, was formerly managing director of Arc Advertising Group.