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Loaf completes Merseyrail leisure campaign

Loaf Agency has completed Merseyrail’s “most significant campaign of the year.”

The Manchester agency won a 6-way pitch to deliver the leisure campaign across the summer and winter.

“Our aim with ‘Your Ticket to an Epic Summer’ was to create a campaign that not only highlights Merseyrail’s exceptional features and ticket offering, but also sparks imagination – adding emotional value whilst cementing Merseyrail as the perfect partner for memorable, affordable and stress-free journeys around Merseyside,” said Dave Mullen, Creative Director/Co-founder at Loaf Agency.

The creative “unleashes the magic” of off-peak tickets, depicting the tickets transporting passengers effortlessly across the Liverpool region. It focuses on “reliability, affordability, speed, and stress-free travel” with the key message stressing hassle-free travel and encouraging families and individuals to embark on summer experiences via rail.

“We are delighted with the work that Loaf have created for our summer campaign,” added Suzanne Grant, Commercial Director at Merseyrail/

“A positive and bright strategy has been creatively brought to life, not only showcasing the practical benefits of our train service but cleverly positioning Merseyrail as an attraction in itself. It’s a campaign that helps boost our brand recognition whilst also including an all-important sales pitch to thousands of potential customers throughout the Liverpool City Region”.

Loaf’s work for the campaign includes campaign strategy, creative, photography, animation, social and digital, station advertising, radio, outdoor and experiential activity.

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