Leading customer experience agency Initials CX has launched of “100 Ways to Summer”, a new integrated summer campaign for Arriva’s Grand Central Rail.
Working alongside Get Me Media, the activation is designed to inspire spontaneous summer getaways to the capital.
Building on the success of last year’s activity, this year’s campaign has a refreshed creative look & feel bringing to life Grand Central’s new brand positioning ‘Connecting Communities’.
Grand Central Rail
The campaign highlights the different ways people can share experiences across the capital whilst placing a stronger emphasis on driving website traffic and encouraging travellers to book affordable return tickets.
From festivals and tantalising cuisine to money-can’t-buy moments, the campaign invites travellers to make the most of the warm weather and long days.
Live across broadcast video on demand, cinema, paid social, programmatic, out-of-home, radio and Grand Central’s owned channels, the campaign targets leisure travellers across the North East, West Yorkshire and London.
With tailored regional messaging, the activity is designed to position Grand Central as the go-to-choice for summer rail travel.
The campaign will run through to September 2025 and is expected to drive an uplift in ticket sales by tapping into key demographics including young professionals, students and retired couples.
Leah Burton-Smith, Group Account Director, Initials CX, said: “This year, the brief was clear: inspire travel but drive action. We wanted to create a campaign that not only captured the spirit of summer, but made Grand Central the obvious, easy choice when people are ready to go.
“By combining regional insight with rich, emotive storytelling and precise media targeting, we’ve built something that truly connects.”
Luke Purcell, Senior Marketing Manager, Arriva UK Trains, added: “It’s been a pleasure working with Initials CX to bring back ‘100 Ways to Summer’, a campaign that celebrates not only the iconic attractions of London but also uncovers some of the hidden gems that make the capital so special.
“With the help of Get Me Media, we’ve selected media channels which are prominent in the communities we serve, to highlight how easy it is to travel directly into the heart of London with Grand Central.
“We’re hoping to help people uncover new adventures—big and small—this summer.”