NEWS: Mellors Reay targets students for InterRail

Students who enjoy the freedom to go where they like, when they like are the target of a new campaign offering cheap rail travel across the Continent.

Students who enjoy the freedom to go where they like, when they like are

the target of a new campaign offering cheap rail travel across the

Continent.



Mellors Reay and Partners has produced a pounds 400,000 initiative for

InterRail that capitalises on the spontaneous and random way in which

students usually pick their holiday destinations.



One poster features a student’s-eye-view of two slowly dripping taps. It

reads, ‘This one drops first and I’m off to Venice. This one and it’s

Rome.’



In another execution, a student is seen about to let go of an elastic

band, accompanied by the words, ‘If it hits the bottle, Oslo. Hits the

bloke, Barcelona.’



InterRail caused controversy two years ago when it ran a press ad using

images of condoms to parody the European flag, with the line, ‘You’ve

got the rest of your life to be good.’



The Advertising Standards Authority ordered the ad, which was also

created by Mellors Reay, to be withdrawn after it provoked 160

complaints.



The new work will run on campus poster sites and at rail stations, and

form the basis of a direct marketing initiative to students over the

next six months. Radio commercials on Virgin AM and FM will support the

offensive.



The campaign, which was written by Gary Dawson and art directed by Scott

Bain, features photography by Henrik Thorup Knudson.



It also introduces the line, ‘Today Europe. Tomorrow, somewhere else in

Europe.’



InterRail passes are available to anyone under-26, although they are

most popular with students. The advertising is timed to break just as

students start to look beyond their end-of-term exams to plan their

summer breaks.



Douglas Gee, the Mellors Reay account director on the business,

commented: ‘This market tends to be characterised by a very confused

purchasing pattern.’



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