What services were involved:

Background

London North Eastern Railways operate on the East Coast Mainline, and took over from Virgin Trains back in 2018. Their mission is simple, to bring rail travel up to speed and journey in to the future.

LNER undertake a number of partnerships as they look to join up with brands that can help amplify their brand message – and ultimately, produce something new and relevant to their customer.

Challenge

Banana Kick were briefed by LNER to bring to life their new partnership with Decathlon. The innovative partnership would see Decathlon customers rewarded with an exclusive LNER offer on midweek travel.

Response

In the climate of covid-based restrictions that were limiting overseas travel, the target audience of the campaign were the London city dwellers who had potentially never considered a UK ‘staycation’ previously.

With an amazing plethora of places to stay and visit all the way up the LNER East Coast Line, we helped focus the campaign creative around the stunning scenery and hidden gems that were just waiting to be discovered. And with the ‘Great Outdoors’ waiting to be explored, a trip to your local Decathlon was in order to get the best gear and supplies for your trip.

The campaign was brought to life across various media, ensuring multiple touch points for the audience. A full in store POS kit was created for use in the London-based Decathlon stores, whilst a new microsite featured a range of informative Blog articles on the great places to visit. In addition, a wide range of social assets were created including digital animation to really catch the eye of the audience.

To further boost the visit to store, we created a bespoke mailing that was sent to households in the vicinity of the key Decathlon stores. With an offer of a free rucksack for just visiting the store, we produced a rucksack shaped mailing – ensuring great standout on the doormat.

Results

The campaign was a resounding success, with enhanced store visits, high rate click-throughs and a rapid redemption of the free rucksack offer.

 

We have worked closely with Banana Kick on this campaign, and they have delivered a wide range of fantastic creative services for us – and all in record time’ 

Natalie Hopkins, LNER Brand Partnerships Manager

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