Train operator First TransPennine Express is launching a new advertising campaign and microsite www.tpexpress.co.uk/thisway this weekend to promote the new Manchester to Scotland service, which the company takes over from Virgin Trains on 9th December 2007. The new £500K 'This Way' campaign, devised by award winning digital agency Code Computerlove (www.codecomputerlove.com), includes online advertising , national and regional press.Code's 'This Way' campaign plays on the various interpretations of this simple phrase - go this way, travel this way or see things this way. In contrast to most advertisers in this sector, it doesn't focus solely on cost but highlights the attributes of the new service and the route itself - including larger windows, additional space to enjoy the view and stunning countryside scenery. It encourages travellers to experience the journey.The off and online advertising has a strong call to action driving people to a microsite, which acts as the hub of the campaign where consumers can purchase tickets and be inspired to visit each destination- whether it be for shopping, walking, nightlife or culture, with bespoke visitor guides detailing what to do and where to stay when you get there. Consumers can also view video clips of the journey, get details of special offers and learn about other benefits of travelling with First TransPennine Express. The site expands across the screen when visitors first arrive on the home page, highlighting the more room to enjoy the view message. Online banner adverts will also feature rich media video streaming of the journey and will expand across the advertisers site page. Andy Crawford, head of creative at Code Computerlove, said: "We've created a very striking campaign that achieves standout in the market and is adaptable across all media - from digital to press. The campaign jumps off the page with stunning photography, by leading photographer Anthony Crook, which captures the views and real life video footage of this beautiful journey. "The overall feel of the ad reflects the clients simple and straightforward 'This Way' proposition and First TransPennine Express'brand values - friendly, relaxed and honest. Dave Crocker, marketing manager for First TransPennine Express, said:"Code's creative concepts to show how the campaign could work on and offline literally blew our socks off. Our brief was to reach as many people as possible with the new campaign, across any media, in the most cost effective way. "
