Chiltern Railways and The Gate launch disruptive “Travel Free-Range” summer campaign

Cristina Blanaru Ads, Creativity

Chiltern Railways has launched its “Travel Free-Range” campaign which urges families to get out and about on their services during the summer holidays. The digital-first campaign is the first since the appointment of The Gate, an MSQ company, as media agency of record to the account following a competitive pitch (it has been the creative agency of record since September 2014).

The creative is designed to communicate Chiltern’s best-in-class customer service, spacious seats, free wi-fi and stunning views across The Chilterns and to position it as the first choice for a positive travel experience.

Shot by award-winning photographer, Tim Flach, the campaign features a family of chickens who encounter Donald Trump, ride on the London Eye, feast in a Japanese restaurant and shop at Bicester Village as they travel free-range around the Chiltern network.

Though digitally-focused the campaign is fully-integrated with activity spanning out of home, press, door drops, social, video and a radio partnership, as well as radio spots voiced by Catherine Tate.

Sue Gee, Head of Sales and Marketing at Chiltern Railways: “We’re delighted to be working with The Gate on this original campaign, which highlights aspects of travelling with Chiltern that our customers have told us they appreciate.”

Jamie Elliott, CEO The Gate, said “We are thrilled to expand our remit to full-service at an exciting time for Chiltern.  It’s gratifying to have our proposition endorsed and to be able to bring it to bear immediately with this new campaign which infuses creativity into media and vice-versa, in order to create something that’s both eye-catching and designed to perform.”

Since the start of the year, The Gate (in partnership with other MSQ agencies) won the lead creative assignment for a raft of Church & Dwight brands, the Canal & River Trust creative & media assignments, and the media assignment for blu. The Gate also appointed a new Head of Media, Kerry Fyans, in April.

Credits:

  • Client: Chiltern Railways
  • Production House: Peter Bailey
  • Photographer/Director: Tim Flach
  • Agency: The Gate
  • Creatives: Rickie Marsden, John Osborne, Hugo Bone, Beri Cheetham
  • Senior Account Director: Richard Wickenden
  • Account Manager: Rebecca Peel

Chiltern Railways is part of the Arriva group, one of the leading providers of passenger transport in Europe. Arriva employs more than 60,000 people and delivers over 2 billion passenger journeys across 14 European countries each year.

The Gate London is a full-service creative and media company.  It is part of The Gate Worldwide, an MSQ Partners company, that has offices in London, Edinburgh, New York and Shanghai.  The Gate London was formed in 1986 and has always been full-service.  Clients include Church & Dwight (Anusol, Femfresh, Arm & Hammer, Orajel), Canal & River Trust, Chiltern Railways, The Electoral Commission, Close Brothers, Capital Group, snap.com, blu and Douglas & Gordon.