12 Sep 2017
UK rail first
Red Consultancy launched a new brand last week, Lintenair, only to reveal not all was as it seemed…
The new travel brand was billed as the future of travel offering city centre terminals, queue free boarding, no baggage weight restrictions and mobile ticketing making journeys seamless and stress-free. A film featuring Poldark actress Eleanor Tomlinson heralded the launch of the new brand.
However, after initial buzz and intrigue had been built up on social channels over 48 hours, Lintenair was revealed to be a clever anagram of Trainline in a second film featuring Eleanor.
We created the Lintenair brand to allow Trainline to talk about all the benefits of travelling by train in a way that gets people to re-evaluate what it can offer - and how technology has made it more appealing than ever. The campaign sought to raise awareness that the kind of service Lintenair promises already exists at Trainline.
We produced both films in-house as well as created a host of other assets including consumer research, behind-the-scenes video and imagery. News of the new travel brand (and reveal) plus interviews with Eleanor were pitched to an array of media, from travel and technology to news and showbiz. A social influencer programme also supported the campaign.
In just three days, over 360 pieces of coverage across national, consumer, regional and broadcast were published and a reach of over 3.3 million generated on Facebook, the principle platform for both videos. And with more stories still to come, the sky’s the limit for the Lintenair campaign!