National Rail have created their first work with newly appointed creative agency The Community. The summer campaign from the Publicis Groupe agency, launches next week and will introduce the new brand idea for Railcard: Get that Railcard Feeling. The work underscores the benefits of discounted rail travel in a fun, tongue-in-cheek way with a bright and optimistic visual identity.
The integrated campaign will run across YouTube, Facebook, Instagram and Twitter as well as in and around stations as digital and non-digital 6 sheets; the multi-million pound media budget was managed by Blue 449.
Catherine Lyver, National Rail Head of Marketing Rail Delivery Group:
We are really excited to be working with The Community. Their strategic rigour, creative flair and infectious enthusiasm really won us over and we love the creative platform and voice they’ve come up with for the brand.
Ryan Lietaer, VP Managing Director The Community:
We are thrilled to have the trust of such an iconic British brand and to be able to give it a fresh approach just in time for summer travel.
The Community will deliver all new communications and digital content for all Railcard products.
- VP Managing Director: Ryan Lietaer
- VP Executive Creative Director: Mark Hunter
- Planning Director: Fern Miller
- Account Director: Terri Turner
- Art Direction & Design: Adam Brewster, Stephen Vaughan
- Film/Digital production: Julia Methold
- Operations: Mick Bailey
The Community is an innovative, global creative agency owned by Publicis Groupe. Since it was by founded José and Joaquin Mollá in 2001, The Community has produced award-winning, engaging campaigns that consistently break boundaries, effectively using culture as a compelling narrative to build brands and bring communities together. The multi-award-winning agency, which has been recognized as part of Ad Age’s renowned Agency A-List six times in the last seven years, is headquartered in Miami, with offices in Buenos Aires, New York, and London. It has created work for some of the world’s most recognized brands including Verizon, BMW, VW, Google, Sauza and Hornitos Tequilas, Apple, Converse, Corona Extra, Modelo Especial and ESPN, among others.