Trainline

Red Consultancy created a new travel brand in order to change perceptions of train travel for Trainline.

Using air travel as a framing and contrasting device to restate what makes trains great, we created Lintenair…a clever anagram of Trainline!

We billed Lintenair as the future of travel offering city centre terminals, queue free boarding, no baggage weight restrictions and mobile ticketing to make journeys seamless and stress-free. A film featuring Poldark actress Eleanor Tomlinson heralded the launch of the new brand.

After building up initial buzz and intrigue on social channels over 48 hours, we then revealed Lintenair to be Trainline in a second film featuring Eleanor.  This film showed that whilst Lintenair might not exist, the service it promised does when you travel by train and with Trainline.

Red produced both films in-house as well as created a suite of assets including behind-the-scenes video, photography, press releases, media teasers and consumer research to generate widespread coverage.  News of the new travel brand (and reveal) plus interviews with Eleanor were pitched to an array of media, from travel and technology to news and showbiz.  A social influencer programme also supported the campaign.

In just three days, over 360 pieces of coverage across national, consumer, regional and broadcast were published and a reach of over 3.3 million generated on Facebook, the principle platform for both videos.

Watch the Lintenair launch film here...

And the reveal here...

Ed Staples

Ed Staples

Planning Director

Ed applies insight and strategic thought to drive clear, creative campaigns with a commercial focus.

He has over 20 years experience creating bold, award-winning campaigns for a range of businesses including Barclaycard, Cadbury, EDF, Guinness, Heathrow, Nike, Persil and Samsung.  He is also experienced in the public and not-for-profit sectors where clients have included NHS Blood &Transplant and the RNLI.

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