Avanti West Coast Campaign Focuses on Emotional Connections Rather Than Destinations
By
Tom May
Crisped on the outside, thoughtful enough on the inside.
Summary
Avanti West Coast has launched a new marketing campaign called 'Be With Them Sooner' that shifts focus from showcasing destinations to highlighting the emotional connections and people waiting at journey's end. The campaign, created with adam&eveDDB and photographed by Martin Parr, emphasizes that most train travel beyond daily commutes is motivated by visiting loved ones rather than sightseeing. This represents a strategic pivot from traditional rail marketing that typically features glamorous locations to one that centers on human relationships and emotional pull.
Key quotes
· 4 pulledInstead of showcasing destinations as postcard-perfect backdrops, the campaign explores the emotional pull behind travel; the faces waiting at the other end.
But in reality, most train journeys beyond the daily commute come down to one thing: people.
Avanti West Coast's latest campaign 'Be With Them Sooner' created with adam&eveDDB and shot by photography legend Martin Parr.
UK train companies often focus their campaigns around glamorous and exciting places, which look enticing and cinematic on screen.
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