Arriva Trains had previously used local radio to promote its Club55 ticket offers. They had wanted to use TV but were concerned about potential return on investment. Arriva wanted to target the 55+ market and also to raise the profile and identity of the brand. They needed a TV solution that would demonstrate to the public that Arriva Trains offers great value for money and is a convenient transport solution. Their specific objective was to achieve 14,000 ticket sales during the campaign.

To drive ticket sales and promote their Club55 deal