Check before you travel (CBYT) Christmas 2024 – Phase 2
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Dates
21 October 2024 - 2 January 2025Locations
NationalAudience
All passengers:Total audience: bank holiday leisure and business travellers.
Target audience: young males, aged 16-34 years old, employed, travelling with others and for leisure purposes (who are not planning train journeys, checking before they travel, or booking tickets in advance).
Media channels
Paid:- Radio
- Digital programmatic
- Social media
- Billboards
- Press
Owned:
- Digital station screens
- Printed poster sites
- Social media posts
- Website articles
Earned:
- Press releases
Internal
- Digital screens in offices/depots
Key contacts
*Phase 2 (Monday 21 October until Thursday 2 January) *
The aim of this campaign is to raise awareness of planned rail engineering work over the Christmas and New Year bank holiday period. We are encouraging leisure and business passengers to plan ahead and check if their train journey is affected before they travel.
After extensive passenger and stakeholder research in May 2024, we have developed a new creative design which is an evolution of the previous stick person creative design. This is the second time we’ve used this new creative design.
Phase 2 of our Christmas campaign will be promoted across all channels including paid media (digital, social, billboards, radio, press). Our messaging in this phase is stronger than the previous phase, where we manage passenger expectations by calling out the significant changes to services and longer journey times. Furthermore, we are supporting our regional and TOC colleagues by uplifting paid media in affected geographical areas (towns/cities).
There are 9 sets of creatives and messages which might be surfaced during different dates:
Materials for ‘National resources’ campaign:
21 October 2024 - 2 January 2025
Total: 11.17 MB
Total: 13.64 MB
Total: 15.92 MB
Total: 16.38 MB
Materials for ‘Southern (Kent & Sussex) resources’ campaign:
21 October 2024 - 2 January 2025
Total: 22.67 MB
Total: 28.98 MB
Total: 35.22 MB
Total: 41.46 MB
Total: 47.72 MB
Materials for ‘Southern (Wessex) resources’ campaign:
21 October 2024 - 3 January 2025
Total: 51.87 MB
Total: 55.06 MB
Total: 55.99 MB
Total: 56.91 MB
Materials for ‘Scotland resources’ campaign:
21 October 2024 - 2 January 2025
Materials for ‘North West & Central (NW&C) resources’ campaign:
21 October 2024 - 2 January 2025
Total: 68.94 MB
Total: 72.22 MB
Total: 73.80 MB
Total: 74.25 MB
Materials for ‘Eastern resources’ campaign:
21 October 2024 - 5 January 2025
Materials for ‘Wales and Western resources’ campaign:
4 November 2024 - 3 January 2025
Total: 101.39 MB
Total: 107.95 MB
Total: 113.81 MB
Total: 119.10 MB
Materials for ‘Thank you messaging - post New Year’ campaign:
3 January 2025 - 10 January 2025
Total: 120.06 MB
Total: 122.13 MB
Total: 123.11 MB
Materials for ‘Campaign performance update’ campaign:
18 December 2024 - 10 January 2025
