C2c trains • WINTER CAMPAIGN & NEW brand platform
Following our Winter 2019 campaign, which lived under the ‘Bringing you closer’ branding, C2C were ready for a platform alternation.
C2C’s route is much-loved for taking Essex ‘Up Town’ and home again. C2C wanted to reset what they stood for – and who they stood for – proudly talking the talk and walking the walk of the Essexism ‘proper’. And outright telling people to Travel Proper. From revamping the tone of voice and visual approach, to helping the client get their team on board with the new values, evolving the brand was a joy.
Below, you’ll see a series from the 2019 Winter Campaign, including social, print, email and radio.
This leads onto a few examples from the new brand platform. Please drop me a note to see the full platform work.
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LIGHTS & SIGHTS • RADIO 20”
SFX: Bells jingle, fire crackles, cosy atmos.
VO: *Clears throat*
‘Twas the greatest of seasons, yet boredom set in.
And kids ran amok making a din.
‘Twas time to sip hot chocolate and gaze at the lights.
To explore Christmas markets and take in the sights.
So, on went their shoes, coats, scarves and hats,
“To London!” they cried, and that was that.
Plan your trip at c2c-online.
c2c – Bringing you closer.
At c2c, we believe if something’s worth doing, it’s worth doing properly.
We’re committed to our customers. Which means we care about what matters to them. And when things matter, we’re inspired to do them well – to do them properly. From train tickets to daytrip discounts and everything in between, we do our best to offer a smooth, simple train service for everyone.
What do c2c SOund like?
Proper or properly?
Either and neither. It’s not about using these word for word. Proper comes through in everything we do.
Punctuation & grammar
You won’t find semicolons here. But you will find conjunction-starting sentences. And hyphens to get the read right. Contractions too – unless we have royally messed up.
Positive
We find the good in the bad. But being upbeat is all about timing – we’re positive not patronising.