McCann-Erickson has won the pounds 5 million task of persuading
travellers to once more trust Britain's railways.
McCann defeated Lowe Lintas, Virgin Trains' agency, Rainey Kelly
Campbell Roalfe/Y&R, and the Association of Train Operating Companies
(ATOC) incumbent, BMP DDB, in a four-way pitch for the brief awarded by
Universal McCann will handle media planning and buying for the
The ATOC, which represents all of Britain's major train companies,
including Virgin and Great Northern Eastern Railways, will ask McCann to
rebuild the public's confidence in the rail network following the fatal
crash at Hatfield and the chronic disruptions that followed.
BMP had been appointed to handle the ATOC's pounds 400,000 press
campaign asking the public to be patient while improvements to the
network were made, in September 1999.
However, last year's sustained crisis has left the ATOC in need of a
more concentrated advertising burst.
McCann will create TV, poster and radio ads arguing that travellers
should return to rail to see for themselves the improvements that have
The go-ahead for the concerted push was given just before Easter, after
the final agreement of Railtrack and the Strategic Rail Authority.
In February, McCann picked up the pounds 6 million launch campaign for
Railtrack's new travel website, totaljourney.com, after a pitch against
TBWA/Tequila and WWAV Rapp Collins.
Totaljourney, a joint venture with the bus operator Firstgroup that is
due to launch this summer, is intended to promote the use of railways
through integrating rail bookings with flight arrangements and hotel
The ATOC campaign will run parallel to marketing pushes planned by the
individual train operating companies.
GNER has appointed AMD Advertising to handle a pounds 5 million
above-the-line campaign that was postponed in the aftermath of the Selby
crash this year.
Virgin Trains is expected to continue its 'as usual' TV ads through