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CHILTERN

Case Studies

CHILTERN RAILWAYS

Events

PR

24 January 2018

#Kidscoach

The Challenge

To come up with a creative PR stunt to bring to life the Chiltern Railways’ summer campaign, promoting its family passes. The stunt needed to be:

  • Memorable
  • Generate national and regional media interest
  • Engage with customers
  • Create shareable content for social media

The Solution

Hatch introduced Chiltern Railways first ever #Kidscoach.

The dedicated family-friendly carriage – complete with classic family games, arts and crafts, music, and on-board entertainers performing magic tricks and balloon modelling – was trialled as part of Chiltern’s summer holiday campaign which aims to make a family visit to London special from the minute they board the train.

Running on its Birmingham to London line, the train carriage appeared for four days, helping families travelling down to London keep the kids entertained.

Hatch managed the dressing/undressing of the carriage and media relations around the activity.

Outputs

  • Key national coverage secured included BBC News (online), London Evening Standard (online), The Sun (print) and Yahoo!
  • Highlight regional coverage along the line included a radio broadcast from Wycombe Sound FM and BBC Radio Coventry & Warwickshire, who both joined the train, and regional newspapers including Birmingham Mail
  • Chiltern Railways had excellent feedback from passengers using the #Kidscoach and lots of user generated content was shared on social media
  • 11 national hits and 8 regional hits with a total opportunities to see of 40,553,144