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Leading train operator CrossCountry Trains is reminding families of the important things in life with a high-profile experiential Mother’s Day campaign at one of Britain’s biggest train stations.

The campaign, created by McCann Manchester with media buying handled by Omnicom Media Group’s PHD Manchester, is developed around CrossCountry’s key proposition of connecting people to more, and is built upon the idea that ‘the best gift you can give this Mother’s Day is you’.

At the heart of the campaign is a major experiential pop-up running inside Birmingham New Street train station featuring a 7ft gift box.

The site has already become the scene of three separate family reunions, with relatives being hidden within the box and surprising their families.

The work will air as a 60-second hero content film and two 15-second cut downs for distribution across Facebook, Instagram and Teads (InRead video).

Carly Scott, Senior Account Director at McCann Manchester, commented, “It’s easy to get caught up in thinking that presents are the only way to show love and appreciation on Mother’s Day. This campaign cuts through to the core message – that the best gift a mother can get on Mother’s Day is her family around her.”

Commenting on the new work, Clare Shufflebotham, Head of Marketing at CrossCountry Trains, said, “This new campaign will relate to everyone – there are always people in our lives that we wish that we could see more often. Make a Mother’s Day truly special and go and be with your loved ones.

“At its heart, this campaign is all about making connections, and we were keen for the media strategy to help CrossCountry make those moments as sharable for audiences as possible,” said Mark Worth, Account Director at PHD Manchester.