A passenger information campaign following train upgrades at South West Trains means that ´Now you can´.
Keeping passengers up to speed with service improvements is a priority at South West Trains. And with refurbished suburban trains due to go into service in late November 2004, the company wanted to highlight the significant amenity improvements and encourage faster boarding, as well as underscore the serious engineering upgrade.
Templar Downie developed the “Now you can…” campaign using light-hearted imagery to focus on the key enhancements. The improvements ranged from easier passenger access to wider aisles, more flexible space inside and a smoother running, more reliable service.
This wasn’t a hard-sell campaign, but part of South West Trains’ mission to communicate honestly and straightforwardly with its customers.
Templar Downie’s poster campaign made use of panels in the carriages themselves and thereby achieved maximum exposure at minimum cost. This medium also ensured that the message was targeted only at those actually using the refurbished trains, an important factor, as the trains will be rolled out over a period of three to four years.
