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
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.