CrossCountry Trains asked McCann Manchester to inspire more leisure journeys among families. After analyzing the content consumption habits of UK families, we decide to inspire families to hop on a train with video and photo stories ‘real’ experiences that were just a short journey away.
To motivate the head of household to book, we want the content to be authentic. So, we partnered with a local influencers to showcase destination experiences. Ultimately, our goal was to connect families to things to see and do in specific areas.
In addition to influencers, our campaign used creative video and animated content to promote real family experiences through Facebook and Twitter at specific times of the day for specific attractions.
The result was several thousand new journeys being booked and additional revenue of six figures.
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