LONDON NORTHWESTERN RAILWAY
Pay Less, Do More – Leisure Travel Campaign
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Tribera partnered with London Northwestern Railway to launch a new campaign aimed at repositioning LNR as a fun, affordable and hassle-free way to access memorable experiences in London and beyond. The collaboration leveraged audience insights, behavioural data and creative storytelling to connect with a younger, experience-driven demographic.
Client Challenge
Consumer perceptions of rail travel were at an all-time low, with many seeing it as expensive and inconvenient. LNR needed to convince leisure travellers that slower, affordable train journeys offered not just savings but also access to richer experiences. The challenge was to shift the narrative from selling train tickets to selling the benefits and possibilities unlocked by affordable travel.
Our Solution
Tribera developed the “Pay Less, Do More” campaign, focusing on:
- Celebrating what happens after you step off the train-food, culture, nightlife, shopping and more
- Positioning LNR as the enabler of exciting, affordable adventures
- Highlighting stress-free travel (airy cabins, comfy seats, no traffic), convenience (frequent trains, updated timetables) and wallet-friendly fares
- Producing a dynamic, one-minute social-first film featuring relatable personalities experiencing London’s top attractions, designed for high engagement and shareability
- Using video as the primary medium to maximise reach and retention, supported by bold messaging and transparent pricing
The Results
- Successfully reframed LNR as a value-driven, experience-enabling brand
- Increased engagement and positive sentiment among target audiences
- Drove a measurable uplift in leisure travel consideration and ticket sales
- Established a creative platform for ongoing campaigns focused on memorable, affordable experiences rather than just travel logistics
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