Check before you travel (CBYT) Christmas 2024 – Phase 1
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Dates
27 September 2024 - 20 October 2024Locations
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
Owned:- Digital station screens
- Printed poster sites
- Social media posts
- Website articles
Earned:
- Press releases
Internal
- Digital screens in offices/depots
Key contacts
*Phase 1 (Friday 27 September until Sunday 20 October) *
The aim of this campaign is to raise awareness of planned rail engineering work over the Christmas and New Year bank holiday period, 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, we have developed a new creative route which is an evolution of the previous stick person creative design. This is the second time we’ve used this new creative design.
Phase 1 (soft launch) will run from 27 Sept until 20 Oct on owned media before Phase 2 (full launch) is promoted from 21 Oct until 2 Jan across all channels including paid media. Phase 2 will feature a slightly different creative with strengthened messaging and a more festive style.
Materials for ‘National resources’ campaign:
27 September 2024 - 20 October 2024
Total: 10.03 MB
Total: 13.15 MB
Total: 15.86 MB
