Court Burkitt & Company unveils a new branding campaign for Great
North Eastern Railway this week, with a pounds 1 million national poster
and press push adopting the line, ’GNEAh.’
The campaign aims to develop the GNER brand as the ultimate travel
experience for business and leisure passengers by focusing on the
emotional and practical benefits of the GNER service.
Jon Canning, the creative director at Court Burkitt, said: ’GNEAh means
having the freedom to work, eat, sleep or sit back and watch the
countryside slip by. It can mean anything from a sigh of deep relaxation
to a satisfied murmur of appreciation after a full English
breakfast.’
He added: ’Of all the rail networks, GNER has the best track record. We
have taken the generics of train travel and made it our property.’
The campaign, comprising teaser work followed by three initial
executions, was written and art directed by Canning with Steve Chetham
and photographed by Tom Mulvee.
One ad pictures a succulent sausage on the end of a fork, with the line,
’6.15am and I’ve already made my first executive decision.’
Another shows a man’s feet next to a pair of discarded shoes and carries
the phrase, ’The FTSE, on GNEAh.’
