GTR, Southern Rail, Great Northern

content, digital, influencer

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We’re currently working on a major digital influencer campaign with rail firms Southern and Great Northern (both part of the GTR group).

Following a year of changing timetables and inevitable delays following engineering work, we’re helping both operators to authentically and credibly engage with their customers, as they work hard to fix these issues and transform the entire network with new routes, more capacity and greater frequency.

The creative heart of this campaign celebrates the power of journeys by sharing the positive transformations that can happen on them (and at the end of them). By doing so, we’re inspiring transformation on customers’ personal journeys.

The execution involves six influencers across different sectors, all of whom have been tasked with generating six pieces of ‘transformational content’ – inspired by their own ‘transformational journeys’ on the network – that will chime with their followers.

The influencers hail from six different sectors – food, fitness, technology, entertainment, LGBTQ and parenting – and their content will be hosted on a separate microsite (optimised for mobile) to allow passengers to access it on their commutes and journeys.

This campaign will see 36 pieces of original content produced over six months, and we’re working closely with GTR’s in-house team and other agencies to ensure the campaign has maximum impact across social, digital and PR channels.

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