GNER targets business travellers for Mallard trains

LONDON - Clark McKay & Walpole has developed a below-the-line campaign aimed at business travellers to support the rollout of the train operator GNER's new Mallard fleet.

The modern-looking Mallard train offers wireless internet, increased leg-room, new carriage interiors and improved catering services.

The mailing will be sent to a 170,000-strong database, which includes companies with a £10m-plus turnover within the catchment area of GNER stations.

The work will break at the end of October and will support a regional cinema, TV and press advertising campaign developed by Vallance Carruthers Coleman Priest.

Anthony Carr, the group account director at Clark McKay & Walpole, said: "Our below-the-line campaign incorporates the spirit of the above-the-line creative and contributes to a truly integrated campaign."

The mailing was written by Jim Archer and art directed by Dan Plotkin.

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