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Helping Network Rail to deliver the Railway Upgrade Plan

 
 
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One simple icon applied across all media

To reinforce the 'closures' message at each point of the campaign, we developed a simple icon and colour scheme that was ruthlessly applied across every element and every touchpoint.

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With three central London stations shut over the same period of time, we prompted travellers to consider other options – a plan B.

The insistency of the language increased as the closures got nearer, from subtle prompt to direct action.

 

Results


Insight tracking showed 52% national awareness of our campaign, 98% Southeastern passenger awareness and 44% behaviour change among targeted passengers

The Brighton Main Line Improvement Project

The idea: The Coastal Upgrade


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The Brighton Main Line Improvement Project features 'Sammy the Seagull' – a CGI character who embodies the coastal theme.

 

 

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Results


8 in 10 said they supported the infrastructure works at Waterloo despite most of them experiencing a delay

3/4 of passengers said they adapted their journeys during the infrastructure works

97% of passengers surveyed were aware of the infrastructure upgrade before starting their journey, with 76% satisfied with the information provided