Imagine waking up in the morning, sipping your coffee, and gliding effortlessly into work on a Northern Train. Sounds like a dream, right? Well, thanks to a groundbreaking partnership between CreativeRace, a leading marketing and creative agency based in Leeds, and Northern Trains, this dream is now a reality.
The collaboration resulted in an innovative TV advert that launched earlier this month, signaling a new era in creative development for Northern’s brand platform, Go Do Your Thing. With captivating storyboarding and illustrative embellishments, the advert aims to showcase the myriad possibilities offered by Northern’s network while highlighting the quality of their service.
The creative brief was clear: communicate the appeal of train travel versus the car, and build brand trust among audiences. Key questions like “Why Northern” and “Why Trains” were at the forefront of the strategy, driving the team to explore the unique benefits of choosing Northern for leisure trips and daily commutes.
Oliver Osborne, Head of Creative at CreativeRace, expressed his excitement about the collaboration, highlighting the team’s dedication to bringing Northern Trains’ vision to life. From the initial concept to the final execution, CreativeRace poured their creativity and expertise into every detail of the project.
The advert, directed by esteemed director Amy Becker Burnett, took the scripts and storyboards to new heights. Filmed on location in Manchester and Blackpool, it showcases key landmarks and stations in the North, providing viewers with a visual feast that captures the essence of Northern Trains’ brand.
Claire Rowland, Head of Sales and Marketing for Northern, shared her delight with the partnership, emphasizing the advert’s role as a cornerstone of their advertising efforts. Over the past three years, Northern’s focus on customer-centric marketing has driven impressive revenue growth and community connections across the North. By inspiring both new and existing customers to explore the possibilities offered by train travel, they hope to continue fostering social value and economic growth in the leisure and commuter markets.
So, the next time you’re dreading your morning commute or planning your next adventure, consider gliding into work on a Northern Train. With CreativeRace and Northern Trains leading the way, the possibilities are endless.
