South West Trains hands Lida below the line account
LONDON - Lida, the below-the-line agency owned by M&C Saatchi, has won the integrated marketing account for train operator South West Trains, following a pitch run by intermediary The Haystack Group.
The agency has been charged with working alongside M&C to help South West Trains meet its revenue targets by creating work to attract more people to use its rail network, increase off-peak travel volumes, reduce fare evasion and boost customer advocacy.
Lida's brief includes developing communications and brand guidelines for the train operator and producing station and in-train activity.
Earlier this week it was reported that M&C had won South West Trains' £2m advertising account, following a pitch against Dye Holloway Murray, Souk and Designate.
In May this year, South West Trains appointed PHD Rocket to handle its media planning and buying.
South West Trains is owned by Stagecoach Group, which also owns East Midlands Trains. Its main terminus is at London Waterloo and its network runs about 185m passenger journeys per year.
South West Trains: off peak drive
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