An integrated campaign for Northern

PLAY QUEUE JUMPER, GET CHANCE TO WIN £250 RAIL VOUCHERS

Blumilk were commissioned by Northern Railway to help them drive their ‘Buy Before You Board’ campaign.

The challenge for rail operator Northern’s Communications and Revenue Protection department was the need for an integrated campaign to highlight, across Northern England that their customers are required by law to buy a ticket BEFORE boarding a train.

It was a chilly Monday morning in Newcastle Central Station when ‘Buy Before You Board’ was launched. The campaign will be rolled out in Leeds, Manchester Victoria and Liverpool Lime Street stations in the coming weeks. Blumilk have worked closely with Northern in delivering an integrated campaign and an interactive customer experience, with over 400 stations involved and on train messaging. Social media channels will engage both external customers and communicate internally with Northern staff.

The integrated campaign will kick off properly on Monday 24 October and will be running for the forthcoming months. The campaign’s ‘Queue Jumper’ message will raise awareness of the need to buy a ticket before customers travel. The development and nationwide deployment of a ‘Queue Jumper’ interactive game using illustrated characters is one of several customer experience tools Blumilk have created for Northern to drive the campaign.

Sara Fawcett, Northern’s Project Communications Manager said:

“The Buy Before You Board campaign had a complicated message to deliver. Blumilk developed an engaging solution for Northern that means we can get the message out there and shared. It has really helped us to start the conversation about what buying before you board really means for our customers.”

You can play the Queue Jumper game now with the chance of winning £250 rail vouchers by following @NorthernAssist via social media and using #QueueJumper. www.queue-jumper.com