RKCR/Y&R unveils first Traveline work

Rainey Kelly Campbell Roalfe/Y&R has unveiled its first national campaign for the Department of Transport and Local Regions' Traveline service since winning the account at the beginning of the year.

The new campaign, which will cover television, press, poster, radio and ambient executions, will encourage travellers to plan their journeys by ringing the Traveline telephone number for a one-call access to routes and timetable information on all forms of public transport.

An animated television execution features a woman in a circle looking for something to wear as her wardrobe is bare. However, in an adjacent circle there is a boutique. The two circles align as an arrow displays the Traveline telephone number. The woman hops along the arrow into the boutique to try on her new dress.

Media is handled by Manning Gottlieb OMD, which has created a broad strategy designed to target the diverse public transport audience - ranging from schoolchildren to pensioners. The campaign will run in three pilot areas; the North East, South West and East Midlands.

It will run on relevant transport media, such as buses, trains and locations around stations, to target both existing and potential users of public transport. The campaign will also run in washrooms, on bus tickets and credit card inserts to encourage retention of the Traveline phone number.

Tony Harris, a managing partner of RKCR/Y&R, said: "Traveline is a simple proposition for regular and potential users of public transport. Hence it requires a simple communication platform to convey it."

The campaign was created by the team Natalie Ranger and Eloise Smith at RKCR/Y&R. It was animated by Bermuda Shorts.

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