CrossCountry Trains Campaign Finds Escapism in the Everyday

CrossCountry Trains has launched a new campaign by McCann Birmingham which focuses on finding time to reconnect with yourself by taking a break from your everyday routine.

The second instalment of the train operator’s ‘Take Us On Your Journey’ campaign highlights the role that CrossCountry plays in enabling real human connections across its network, both through its trains and with its people. The brand platform was launched last year alongside an emotive film.

The campaign explores the idea that human connection isn’t just about people coming together, but also about individuals finding space to connect with themselves and their own needs. This is brought to life in a joyful film, which follows a commuter deviating from his usual route to work and instead enjoying the simple delights of a day at the beach. From a tasty ice cream and games on the pier, to having a dip in the sea and soaking up the last of the sunshine, the commuter finds connection with himself by escaping the everyday.

The campaign will run across VOD, cinema, OOH, social and CRM.

David Mullins, head of brand, communications and digital strategy at CrossCountry, said, “When we talk about ‘Take us on your journey’, it’s not just about the destination it’s about the human experience and this campaign really highlights the fun and escapism that we all need from time to time.

Last year’s launch of the brand platform with McCann Birmingham generated an overwhelmingly positive response as we sought to put human connection back into rail, and we look forward to bringing some light-hearted joy with this new integrated campaign.

It has been a real team effort, and our campaign journey wouldn’t have been possible without the support of our colleagues from across the business and industry partners. I am incredibly proud of how everyone came together to make this campaign the best it could be.”

Adam Bodfish, executive creative director at McCann Birmingham said, “Whilst last year’s campaign tugged at the heartstrings, this year we wanted to create a sense of escapism to remind audiences to unplug, find the joy in the little things and re-connect with themselves. We’re incredibly proud of the evolution of ‘Take us on your journey’, and the campaign is a brilliant example of truly integrated work.”