Challenge
Over 944 million passengers pass through a Network Rail station each year. Network Rail has undertaken a multi-million pound station upgrade to improve the shopping experience. The intention is for each station to become recognized as a retail destination, not just a place to catch a train.
Solution
We developed the campaign idea: “Victoria Station. Your best stop to shop” to demonstrate the value, convenience and time-saving aspect of station shopping. Our aim is to get consumers to re-evaluate their station by grouping the retail proposition into 5 core categories and show these benefits in a stylish and engaging way. The campaign is running on digital transvision, 6 & 48 sheet posters, regional press and various on-station experiential marketing activities.
Results
The campaign has been a great success. Latest advertising tracking studies show a favourable attitude towards station shopping. Over 75% of respondents thought the campaign to be stylish, innovative and informative. And “motivates me to shop” scored an impressive 57%.
