Railcard.co.uk sponsors Love Your Weekend – ‘That Weekend Feeling’
The challenge
To drive awareness of the benefits of railcard and to promote nationwide confidence in rail travel during the post-lockdown recovery.
The solution
ITV and Railcard had the same ambitions in early September 2020; to get Britain back on the move again after a long lockdown. With international travel bans, it was no better time to get the country excited about great British staycations. Love your Weekend provided a brilliant opportunity for Railcard to promote the joy of rail travel with their strapline ‘that railcard feeling’.
We worked with ITV to make this relevant to the show and came together with ‘That weekend feeling’.
The sponsorship idents showcase family and friends enjoying British destinations via train. We also used the show license to create a suite of blog posts to inspire people to use their railcards and visit the places featured in the show and promoted this via social media.