Railcard Summer Campaign

Objective

Taking the lead on the Railcard Summer Campaign, my goal was to inspire customers to invest in a Railcard for smarter travel savings during the summer season. The overarching objective was to encourage them to use these savings for day trips by train.

Solution

My approach began by showcasing the diverse Railcard types tailored for different groups, emphasising the associated financial benefits and the personal rewards such as quality time with friends and family. I crafted a campaign blending both photography and illustration, capturing the essence of a perfect summer. The focus was on not just saving on travel costs but also savouring memorable moments with loved ones, conveying the message of Being in the Moment.

My responsibilities

• Leading the scamping process
• Curating mood boards to set the visual tone
• Conceptualising and designing visuals
• Conducting market research for targeted appeal
• Executing illustrations to enhance the campaign narrative
• Manipulating photography to align with the campaign theme
• Crafting social media assets for a cohesive online presence
• Adhering to and amplifying brand guidelines
• Overseeing the artworking and print processes