East Coast Miniature Prices
East Coast Trains in the UK are promoting their “Miniature Price tickets, cutting their cheapest fares by up to 23 per cent, with a television, print and online advertising campaign. The new campaign promotes East Coast’s low fares along the East Coast Main Line, featuring key destinations along the route such as London, Edinburgh, Newcastle, Leeds and York.
Three new TV commercials, titled Zoo, Ramblers and Museum, promote attractions in London, Yorkshire and Edinburgh, voiced by Bernard Cribbins, who starred in the last series of Doctor Who and was the stationmaster in the definitive film of E. Nesbit’s classic The Railway Children. “Zoo” sees a father vainly trying to protect his son from an amorous encounter in the lion enclosure. “Ramblers” sees two hikers searching for refuge on the Yorkshire Moors. “Museum” shows the consequences of a retired couples’ curiosity.
Click on the image below to play the video.
Click on the image below to play the Ramblers video.
Click on the image below to play the Museum video.
Click on the image below to play the making-of video.
Print advertisements in the campaign use model characters to represent a reason to visit a particular destination. The British Museum sees a pair of escaped Egyptian mummies on the platform. The Jorvik Centre in York sees a Viking with a female victim slung over his shoulder. Newcastle sees four girls doing a Conga, ready for a fun night out.
London isn’t only the place for shopping and shows – there’s plenty of entertainment happening on the pitch too. See the Harlequins or London Wasps on their home turf, or join the scrum and head to Twickenham, home of English rugby.
For a taste of life in Viking times, invade York’s fascinating Jorvik Centre. With exquisite architecture and cobbled streets, you can forget New York – Old York is the place to be!
Why not take your Mummy to the British Museum? A trip to London is always a capital idea, with theatre, culture, music, markets and much more.
Head to the races! Doncaster is a unique mix of urban and rural, where a bustling town centre sit side by side with picturesque villages, historic market towns and unspoilt countryside.
Get your party clothes out and get yourself up to Tyneside. If a trip to the Toon sounds like a boon, excellent shopping by day and vibrant partying at night make Tyneside the place to be.
Get together with friends in Leeds. With food, fun and entertainment galore, there’s no better place to catch up with your nearest and dearest.
The outdoor ambient angle to the Miniature Prices campaign involved placing miniature poster sites around London, featuring small dioramas and tiny to-scale artwork in the posters, placed on the pavement for people to discover.
The East Coast Miniature Prices campaign was developed at Dentsu, London, by executive creative director Andy Lockley, art directors Andy Preston and Jon Foye, copywriter Joe Williams, and producer Bethany Wilcox, working with East Coast commerical director Peter Williams and acting head of marketing Rob Payne.
Andy Lockley says, “We had a tough brief, successfully reinforce the launch of the new East Coast brand whilst delivering the high ROI that this campaign has already achieved, ensuring we generate an uplift in ticket sales. We’re confident this new Miniature Prices work delivers on all counts. They’re also funny and brilliantly put together, which will drive cut through.”
Filming was shot by director Darren Walsh via Passion Pictures, with animator Gary Cureton, producers Debbie Crosscup and Kevin Harwood. Post production was done at The Moving Picture Company. Sound was produced at 750MPH. Modeling work was done at ScaryCat Studio.
The print campaign was produced by photographer Jonathan Minster, via Vue, typographer Doug Lyon, with model makers AKL.