Electric Glue partners with Byte to power TV and OOH campaign
With growing demand for rail travel and a surge in consumers searching and booking trips on a train, Trainline is this week launching a brand new campaign through its new media agency partner Electric Glue, and Byte. The campaign uses TV and OOH to target UK leisure travellers at a time when international travel restrictions are giving a boost to the domestic travel market.
The campaign, in partnership with ITV, uses data-led targeting to prioritise key regions based on e-ticket-enabled and high-footfall stations to drive maximum reach in relevant cities.
Marketing technology agency, Byte, as Trainline’s lead creative partner, created the positive, charming and uplifting TV spot, OOH and digital assets. Byte evolved the brand’s 2019 campaign, featuring a woman traveling by train to meet her new puppy. It is set in 2021 and the characters embark on a socially-distanced train journey to meet with friends in the park.
Trainline appointed Electric Glue for media duties in Jan 2020 after a competitive pitch but the campaign launch was delayed until this week due to Covid restrictions limiting non-essential travel.
Simon Orpin, co-founder of Electric Glue, said: “We are pleased to work alongside Byte on this project. Our approach at Electric Glue is always to do 'fewer, bigger, better' things. E-ticket data analysis and regional ITV coverage allow us to maximise reach and engagement.”
Toby Baker, head of production at Byte, added: “It’s great to be working with Trainline again. I hope the characters’ journey to see friends is a reflection of everyone’s experience this summer.”
Jo McClintock, VP brand at Trainline, said “This campaign brings to life Trailine’s purpose – making rail and coach travel easier and more accessible – with the power of our product. Our brilliant partners at Electric Glue and Byte have given us the flexibility that this past year has needed.”