CreativeRace has gone into more details about how it produced its new television campaign for Northern Trains.
Part of Northern’s “Go Do Your Thing” marketing, the Leeds agency explained that the brief was to showcase the many possibilities along its network, plus communicate the quality of the service – to build brand trust and increase the appeal of the train versus the car.
CreativeRace said that the key questions it had to answer were: “Why Northern?” and “Why Trains?.” It turned to television, because it felt it had the best reach and built the “most emotional trust with audiences.”
“Working with Northern Trains on this project has been an incredible journey. Our team has poured their creativity and expertise into every detail, from the initial concept to the final execution,” said Oliver Osborne, Head of Creative at CreativeRace.
“We are proud to have played a role in bringing Northern Trains’ vision to life, and we believe this TV advert will move the North into taking more journeys by train.”
Osborne’s team partnered with director, Amy Becker Burnett, who took the scripts and storyboards to add more characters and unique perspectives.
The advert itself was shot on location in Manchester and Blackpool.
“We’re delighted with our partnership with CreativeRace for our latest TV ad, a cornerstone of our advertising,” added Claire Rowland, Head of Sales and Marketing for Northern.
“Over the past three years, Northern’s relentless focus on the customer and marketing has driven impressive revenue growth and community connections across the North, fostering both social value and economic growth in both the leisure and commuter markets. We hope it inspires customers, new and old, to explore the many possibilities on their doorstep and to try the train for work.”
The production company was Armoury.
