NEWS: WCRS starts Railtrack share blitz

The Government’s controversial flotation of Railtrack began this week with a pounds 5 million campaign through WCRS which describes the rail body and informs potential customers of how to buy shares.

The Government’s controversial flotation of Railtrack began this week

with a pounds 5 million campaign through WCRS which describes the rail

body and informs potential customers of how to buy shares.



A 50-second television commercial broke on Tuesday, featuring arty shots

of railway lines, tunnels and bridges to emphasise that Railtrack is not

only about tracks, but runs the infrastructure - from stations to

signalling - of the national railway network.



The film will be backed by press ads in the quality national dailies,

which will run in sets of three. The first ad will be a full page

featuring one aspect of Railtrack’s responsibility, either its lines,

tunnels, bridges, stations or the whole network. The second will be a

strip ad, which will run on the opposite page, updating the public on

how far the privatisation process has progressed, from initial

announcement to the closing date for applications. A few pages later, a

full-page ad will list shareshops.



The WCRS account director, Julian Hough, explained that one of the main

reasons people failed to apply for flotations was that they missed the

timing of the process. He said the strip ads were designed to overcome

this, as was a short reminder TV spot due to run eight days before the

offer closes.



WCRS is billing the Railtrack campaign as the first ‘minimalist’

flotation, aimed at people who have bought privatisation shares before

and who simply need clarification about what Railtrack is about, and how

and when to buy the stock.



The commercials were directed by Nick Lewin through Lewin and Watson,

and used Flying Pictures for the aerial photography. Photographs for the

press work were by Jason Hawke.



Created by the copywriter, Tim Robertson, and the art director, Will

Taylor, the campaign will last up to eight weeks. The COI’s media shop,

the Media Business, is buying the TV, while planning and the remainder

of the buying has been handled by WCRS.



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