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