ISSUE: Promote the business sponsorship of the World Championship Snooker in Sheffield through innovative PR and station engagement.
SOLUTION: For the first time ever, a full sized snooker table was installed at a U.K. train station and former world champions John Parrott and Willie Thorne provided exhibition matches and customer coaching throughout the day.
Local youth groups were invited to attend and receive top tips and play against legends of the sport.
IMPACT: The event was covered by print and broadcast media and both celebrities used their interviews to promote specially discounted train travel between Manchester and Sheffield.
The event enabled the distribution of rail ticket leaflets and promotions and travel on board trains increased in the period of the championships compared to previous years.
ISSUE: Communicate to customers the arrival of a new train company and rail brand and highlight the benefits that would be delivered in the term of the franchise. The challenge was that nothing would change on day one and customers would not notice any improvement for a period of time after the launch.
SOLUTION: A famed light installation artist was commissioned to translate the company's new brand into an experimental activity. A huge 12ft by 12ft star was installed without fanfare overnight in Leeds to demonstrate the new brand had landed and was going to be the future. It was positioned in one of the busiest squares in the city so that it would spark interest and debate.
IMPACT: The company's new Managing Director was on hand on launch day to carry out press and media interviews in front of the star and interact with customers. The star installation generated fantastic picture stories covered on a national level.