The Gate London

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying

CHILTERN It's a really big deal case study from The Gate London on Vimeo.


 Get parents with school-age children living in the West Midlands and Oxford areas to buy a Chiltern Family Travelcard for a day trip to London over the summer holidays.


Most Mums and Dads want their children to have a summer to remember – and want to spend some time with them too. But it isn’t easy. Time is tight as parents balance work and childcare – and money is tight too. There isn’t a lot of spare cash to do something memorable. That’s why a trip to London is a long way down their list of ideas – they think travel is expensive and they absolutely know that London is.

Chiltern Railways - Really Big Deal Slide Film from The Gate London on Vimeo.


A bright, beautiful and lovingly illustrated campaign with the headline: “Summer. It’s A Really Big Deal” – acknowledging both the challenge parents face to keep their children occupied over the 6-week break AND the amazing value that the Chiltern Family Travelcard represents. With Chiltern, a family of four can get their return train travel to London, plus unlimited tube and bus travel, plus 2FOR1 on many of London’s top attractions. Now that’s a big deal. Creative will run throughout the summer from mid-July to early September in stations, press, OOH, digital, social and DM.


Rather than doing the normal thing and heading for the studio, we saw on radio an opportunity to challenge ourselves. Embracing our philosophy of boundless thinking, we figured that the best way to bring to life the adrenalin-rush of a day out in London was by recording a real-life London adrenalin-rush. So we did something that had never been done before - recorded a script live at the ArcelorMittal Orbit slide – the biggest in the world.


Evaluation underway.  Excellent entry into competition element and just won the monthly Aerial Award. 

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