The £500,000 fully integrated campaign created by Communique 360 has been designed to support Atoc's GroupSave scheme offering four tickets for the price of two to get people to try out the improved trains and rail services.
The three-month campaign targeting people within the M25 area will be developed across cinema, TV, web and direct marketing to encourage small groups to travel out of the London area, with McCann-Erickson responsible for television.
It is hoped the work will double Atoc companies' current leisure ticket revenue with the campaign starting with a pink, blue and white logo design carrying the line: "2 Pay 4 Travel" with four young adult silhouettes stepping forward on their journey.
Train companies that make up the London and South East Marketing Group at Atoc have their own leisure databases and will all be supporting the offer.
The , which launches on June 1, will provide special offers and inspiration for travellers on where to go.
Sunara Spires, Communique 360 strategic and planning director, said: "This significant campaign will concentrate on creating buying decisions that are generated off-station. Influencing a group's very reason to take a journey by rail as opposed to considering other means of transport."
Paul Smith, director of London support at Atoc, said: "The new '2 pay 4 travel' campaign gives Atoc the opportunity to place tactical destination price-led messages into targeted environments in order to optimise the potential of GroupSave and double current leisure ticket revenue."
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