Regional Railways

Direct marketing copywriter

ITEM: Customer mailing & poster campaign

CLIENT: Regional Railways

OVERVIEW: Direct mailer to encourage further use of rail system in a leisure context

BROCHURE FRONT COVER:

YOU CAN GET THERE BY TRAIN!

SEE THE NORTH WEST BY RAIL

SLUG: TAKE THE FAMILY FOR FREE! SEE INSIDE FOR DETAILS

1ST SPREAD:

WHEREVER YOU WANT TO GO THE TRAIN IS JUST THE TICKET

Blackpool and North Wales. The Lakes and the Peak District. Manchester’s museums and Liverpool’s Albert Dock.

There are so many great places to visit in your region. And you can reach them all by train!

It’s relaxing. It’s convenient. It’s fun. And you’ll be surprised how inexpensive it is. Don’t forget that on most journeys children aged 5-25 go half price – under 5’s free.

In fact, now you can even take the whole family for free! See the inside back cover for details.

But before you do, just flick though the rest of this brochure. Whether it’s for a day or a week, you’ll find some brilliant places to visit by train.

POSTCARD:

Dear Linda,

The trip here n the train was great. The kids loved it! At first they were so excited. But then they played games, read their comics and had their lunch in comfort.

I couldn’t believe how quiet they were. Rob and I could relax for once!

Now for the beach!

Love,

Jackie.

SLUG: TAKE THE FAMILY FOR FREE! SEE INSIDE BACK COVER

2ND SPREAD

BLACKPOOL. IT’S MILES MORE GOLDEN BY RAIL!

Sea, sand and sun. Amusements by the mile. The world’s biggest fairground. Britain’s most famous resort needs no introduction!

But did you know how convenient Blackpool’s North Station is for the Tower and all points central? Or that the Pleasure Beach now has its very own station? Pak your bucket and spade and take the train for a day to remember!

What’s more, this year Blackpool is bigger than ever. Or should we say taller.

The tallest, fastest roller coaster in the world is opening – 235 feet and 85 mph, no less. Definitely not for the fainthearted!

Another tall story is the centenary of the Tower – it’s even being painted gold to mark the event! Catch the special celebrations throughout the holiday season.

POST CARD:

Dear Jo,

We’re here for the day – and we came by train!

Honestly, it was so much easier than the car. We arrived right in the centre, too. In fact, we could have even taken the train straight to the Pleasure Beach – I didn’t tell the kids, though!

All the best

Karen.

X

SLUG: SEASIDE SPECIALS

3RD SPREAD:

IT’S TONS MORE FUN BY TRAIN!

It’s even more fun when it’s the greatest little steam train in Wales. The Ffestiniog Railway is an absolute treat for children of every age up to 80!

Start your day at Llandudno Junction, with a tour of the delightful Conwy Valley. Once you reach Blaenau the real excitement starts! Change platform – and gauge – for the world famous Ffestiniog Railway and get your first whiff of steam. There’s simply nothing like it!

The trains may be small in size but they’re big in heart – many date back to the days when the railway carried slate from the mines. As they chug energetically along, they take you on a dramatic journey through he Snowdonia National Park – complete with mountains, forests, lakes and waterfalls.

It’s easy to arrange your Ffestiniog Railway ride. Simply ask for a joint ticket at your Regional Railways station.

4TH SPREAD:

TAKE THE TRAIN TO CHESTER ZOO AND GIVE THE KIDS A WILD DAY OUT

All animal life is there – just a short walk from Bache on the Chester/Liverpool line.

From lions and tigers to elephants and rhinos. Orang-utans and chimps to penguins and sea lions.

You’ll find special attractions like the Children’s Farm for your own little monkeys too!

And don’t miss the new Zoo-fari Overhead Railway, with wonderful views of the whole zoo.

LETTER:

TAKE THE TRAIN – AND TAKE THE FAMILY FOR FREE!

Dear Customer,

Are you planning any trips out soon? I’m sure your family hope you are!

When you do have an outing, why not give everyone a treat and take the train? As someone who goes by rail yourself, you know it’s a better way to travel And right now you have more reason than ever to go by rail. You can take the family for free!

Its so simple. Just return the questionnaire in the brochure – we’ll send you a special voucher. Take it to any issuing station to book your journey. When you buy one adult ticket, another adult and up to three children (any age up to 15) travel absolutely free!

Please look through your brochure now – you’ll find some great ideas for days out or weeks away. Then return the questionnaire to make sure of your free rail travel.

Best Regards,

Chris Kendall

Promotions Manager.

PS. Make sure of your free train trip – return that questionnaire today!