Greater Anglia Brings London Closer to East Anglia Day Trippers in Playful Campaign by Atomic

Greater Anglia has unveiled a major new multichannel campaign, ‘Bringing London Closer’. The push, which was developed in partnership with creative agency Atomic London, aims to encourage bookings of summer leisure travel into London.

Targeting individuals, families and couples living in East Anglia, the campaign seeks to remind people how quick, easy and affordable it is to get to London by train, encouraging them to book tickets through the Greater Anglia app.

A humorous 30-second film, directed by Ivan Bird at Missing Link Films, features a young couple who, after attending a comically disappointing garage sale, decide on a whim to visit London’s Camden Market. The light-hearted spot shows just how quick and easy it is to travel from East Anglia to London by train.

The campaign's playful tone continues in a series of radio spots. Voiced by comic talents Dustin Demri-Burns and Doon Mackichan, who also featured in Greater Anglia’s ‘Flexi Season Ticket’ campaign earlier this year, the ads include a spoof game show called How Close Is It?, a mock news report about East Anglia being renamed ‘Greater Londonshire’, and a fictional police sergeant discovering London landmarks popping up across the region.

The campaign is running across TV, cinema, digital audio and online video, with out-of-home and radio activity launching next month. Media planning and buying is by Bicycle London.

Louise Rudaizky, managing director at Atomic London, said, "This latest campaign continues our mission of unleashing Greater Anglia’s superpower. By using clever visual metaphors and playful storytelling, we wanted to remind people across East Anglia just how close the capital really is. We’re really proud of the craft that’s gone into every element, from the humorous TV ad to the quirky audio spots.”

David Metherell, head of commercial development at Greater Anglia, added, "Our new campaign aims to make it clear just how easy, convenient and affordable it is to reach London with Greater Anglia. Whether it's shopping, culture or a spur-of-the-moment trip, we’re bringing London closer for everyone across our network."