"Most punters appreciate ambush tactics and they will certainly not fail to get the message. I wonder if other stations are next in line where BA needs to boost its short-haul passengers - Euston to Manchester, for instance.
"The whole effect is magnified by the highly effective fares reappraisal campaign that's been running in national newspapers."
Client: British Airways
Medium: Poster advertising throughout Waterloo station
Media planning: Mark Hatwell at ZenithOptimedia
Media buying: Emily Snoxhill at Poster Publicity
Creative: M&C Saatchi
Brief: Show that BA has changed and is aggressively challenging the
train operators on routes to Paris and Brussels