Ruby beats two to Railcard business

The Association of Train Operating Companies has appointed The Red Brick Road's sister agency Ruby to handle the integrated account for its Railcard business.

Railcard: Ruby beat Cheethambell JWT and Proximity to the business
Railcard: Ruby beat Cheethambell JWT and Proximity to the business

The agency won the account after a competitive pitch against Cheethambell JWT and the previous incumbent, Proximity, following a statutory review.

Ruby, which is in the process of merging with The Red Brick Road, will be responsible for ATOC's 16-25, family and friends, and senior Railcard products. The agency will also work on a new strategic and creative direction for the business.

Activity will span across renewal and CRM activity using outdoor, direct marketing, social media and digital.

Previous advertising for ATOC included a TV campaign, "gnome", to support its train services.

The ad, created by WCRS, followed the path of a pair of gnomes who travel up and down the country on a day out using ATOC's train services.