BMB Help Us Feel At Home on East Coast Rail

Train operator East Coast are set to launch a new brand campaign on 7 September, after awarding their £7 million advertising account to Beattie McGuinness Bungay LLP (BMB) in June.

 
The campaign launches East Coast’s new ‘Feel at Home’ proposition, developed to convince people to consider East Coast when travelling along the east of Britain. The work is the result of a pitch that saw BMB beat nine other top agencies with a powerful idea that brings depth and meaning to the East Coast brand values.

 
The ‘Feel at Home’ proposition builds on insights around consumer behaviour on East Coast trains, and serves to highlight the fact that everything the brand does - from innovation, fast and frequent trains, high service and value - is designed to optimise the train travel experience for each and every individual.

 
The idea takes the East Coast’s consumer-centric philosophy and amplifies it to the nth degree, showing how the experience of travelling along the East Coast Main Line lets people feel perfectly at home through a striking piece of film that curiously transforms the interior of a train into a series of people’s homes.
 

The advertising launches with a 30 second ad on TV, across video on demand, and in cinemas on the 7 September, in a ‘road block’ placement across all channels - a media first for the sector. The ad will be followed later on in the year with a large scale out of home campaign, as well as four 10 second TV ads promoting different services offered by East Coast.

 
Andrew McGuinness, founding partner at BMB said: “The experience of travelling on an East Coast train is one we’re very familiar with here at BMB, what with travelling to see the likes of Taylors of Harrogate and McCain. It’s brilliant to get the chance to bring that experience to life and we’re incredibly proud of this campaign which does that in a surprising and original way.”

 
East Coast Commercial and Customer Service Director Peter Williams said: “Throughout the pitch process BMB set out a bold and exciting idea which impressed our consumer groups in research as much as it impressed us. BMB have articulated our brand proposition perfectly with ‘Feel at Home’ and it’s already a proving to be an invaluable vision for the company.”