Hatch Communications

Chiltern railways mindfulness zone

9
Radio Stations Reached
133423555
Total OTS

UK’s first Yoga on a train!

See the full project details...

  • 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

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The Challenge

Generate one national hit.

Promote mindfulness activities on board Chiltern Railways’ services.

Our 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.