Network Rail

Network Rail owns all UK train stations and retains operational control of 18 of the largest stations. These represent a staggering 944 million visits per annum with an affluent customer profile: 73% are ABC1. All stations are thriving city centre retail locations and Network Rail's retail team works with over 120 brands across the managed station portfolio.

In2 was appointed to drive sales and footfall to these retail locations across the network. Utilising key awareness media channels to create interest prior to arriving at the station (station specific passenger panels on trains) and on-site media to activate the audience (Transvision sites, limelights and digital 6-sheets and 6-sheets).

In2's creative was built around the simple 'Shop Now' message. This creative was developed to change the behaviour of station audiences who, all too often, overlook the convenient shopping experience they pass through on a daily basis - a direct, to-the-point message was required - 'Shop Now' met the brief!