Brands targeted rail passengers travelling to watch the 2014 Tour de France, which kick-started in Leeds this July, with a number of tactical Outdoor advertising campaigns that ran across both rail and retail environments.
In the build up to the Grand Départ, First Direct took over Leeds Station for two weeks from Monday 30th June. In the campaign planned and booked with JCDecaux by Mindshare and Kinetic, First Direct ‘owned’ the concourse and reached commuters with tongue-in-cheek straplines, such as “Customer service stronger than a champion’s thighs” and “Banking shouldn’t feel like a slow puncture”, as they made their way through the station.
In a separate campaign, Yorkshire Building Society dominated the second stage of the Tour de France by ‘owning’ the concourse at both York and Sheffield stations. The brand ‘welcomed’ commuters “to the final leg of stage 2” at York Station as they announced that rail passengers “had reached the dramatic close of the Grand Départ” at Sheffield Station.
First Direct and Yorkshire Building Society also deployed JCDecaux’s digital 6-sheets and M-Vision screens at Trinity Leeds as part of their campaigns.
View the campaign gallery here.