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CHILTERN

Case Studies

CHILTERN RAILWAYS MINDFULNESS ZONE

Experiential

PR

03 May 2018

The Challenge

To come up with a creative PR stunt to bring to life the Chiltern Railways charity of the year announcement. The stunt needed to:

  • Generate one national hit
  • Promote mindfulness activities on board Chiltern Railways’ services

The Solution

To promote the Mind charity partnership and encourage mindfulness activities on board Chiltern Railways, Hatch launched the UK’s first Yoga on a train!

On Wednesday 4th April 2018, the 1255 train from Birmingham to Marylebone was used to stage a closed photoshoot to launch the “Mindfulness Zone”. A number of promotional actors were recruited to support the photography and we partnered with University of Oxford Mindfulness Centre to provide us with an expert quote to add weight and credibility to the press release.

Hatch also worked with a Yoga Instructor to create a series of train yoga poses which would form an infographic to accompany the release and pictures.

Testimonial

“We worked with Hatch to implement the ‘Mindfulness Zone’ on our trains recently. The activity was very well received, not only by national and regional press, but also within our organisation. The Hatch team were organised and professional and did an excellent job selling in the story to the media. We are very happy with the results.”

Nella Scott, External Communications Manager at Chiltern Railways

Outputs

 

  • Key national coverage secured included The i newspaper, Metro and Daily Mail online, The Daily Star and Magic FM
  • Highlight regional coverage along the line included Birmingham Mail and Solihull News, the story even made its way to Scotland appearing in Daily Star Scotland, Aberdeen Express and in Northern Ireland in the Belfast Telegraph
  • Hatch secured radio coverage on 9 stations including Heart, Magic, BBC Radio Three Counties and BBC Radio Cornwall
  • Total OTS 133,423,555