Putting day trips back on the to-do list

Govia Thameslink Railway Go all out on days out

As work-from-home habits continued long after COVID lockdowns lifted, Govia Thameslink Railway needed to drive revenue that commuters had previously generated across its network.

Thankfully, 2022 promised a summer free from travel restrictions and plans changing unpredictably. People were aching to make the most of their free time and do all the activities they’d had to put off.

Our strategy was to remind families and groups of friends that nobody regrets memorable experiences, encouraging them to plan a no-holds-barred day trip by train.

We created the “Go All Out On Days Out” campaign to tap into the energy and enthusiasm felt when throwing oneself wholly into a day trip. Collaborating with Swedish artist Alva Skog, this bombastic call to arms was paired with exaggerated and energetic illustrations that showcased a diverse group of people enjoying landmarks in London, Brighton beach and the South Downs.
We went live with an integrated suite of colourful and eye-catching still and animated assets across OOH, social and display placements, as well as radio.

Results
“Go All Out On Days Out” had the rallying effect required of it. The campaign generated over £475,000 in incremental ticket revenue for GTR, an ROI of over 10:1.