We are currently working with train operator Greater Anglia on a PR communications project to promote their rail deals and various product packages. Information about train fares isn’t usually very newsworthy, unless it’s publicity for all the wrong reasons (!). We were given the challenge of getting Greater Anglia’s train fares and products into the news in a positive light.
We knew that a standard press release talking about the great deals offered by Greater Anglia wasn’t going to cut it. Digging into the subject and company a little deeper, we developed a creative concept that would attract positive publicity: ‘The Fare Guru’. The Fare Guru would help passengers to understand Greater Anglia’s fares and rail cards and ultimately get the best deals on train travel.
Working with our in-house creative team, to bring the concept to life, we developed a cartoon character based upon a real member of Greater Anglia staff – Ken, the pricing analyst. A self-confessed train geek bursting with train and ticket knowledge, he knows everything there is to know about Greater Anglia products. So, we sat down with him to get the low-down on all the best travel hacks.
Using Ken’s knowledge and advice, we created ten graphics featuring cartoon Ken (the likeness is uncanny), each with a top tip about how to get the cheapest fares by making the most of Greater Anglia’s rail cards and deals.
Before we unleashed Ken on Greater Anglia’s social media accounts, we created a bespoke ‘Introducing Ken the Fare Guru’ emailer with fun facts about him and his top ten travel hacks. We sent this to regional media outlets and trade press. The words ‘press release’ didn’t make an appearance.
Our creative PR approach made the information fun and, above all, newsworthy. Ken’s cartoon face, facts and deals were swiftly published by newspapers across East Anglia and Essex, including Cambridge News, Essex Live, Basildon Echo and Rail Advent, delivering against our coverage objectives.