East Midlands Railway (EMR) has launched an ambitious campaign to drive both leisure and business travel, alongside a major Rail Sale offering significant savings on tickets. The new initiative, designed to promote advance booking and highlight EMR’s swift services to London, features the brand’s beloved character, Miles, at the heart of the action.
The campaign, created by McCann Birmingham, introduces a high-energy animated advertisement in which Miles embarks on a thrilling and perilous journey to London. The spot aims to capture the excitement and adventure of a day trip to the capital, encouraging passengers to ‘make every trip epic’ by booking in advance to save money.
Alongside the campaign, EMR is offering 100,000 discounted tickets as part of its Rail Sale, which began on Tuesday, 14 January. The sale runs until 23:59 on Monday, 20 January 2025, or until all discounted tickets have been claimed. The promotion includes fares as low as £18.50 from Nottingham to London and £20 from Derby to London, with many more affordable options across the network.
The sale covers travel from numerous stations, including Chesterfield, Alfreton, Beeston, Long Eaton, and Loughborough, with tickets available for journeys between Tuesday, 21 January and Monday, 31 March 2025. The tickets must be purchased at least seven days in advance, with availability on a first-come, first-served basis, meaning eager travellers should act quickly to avoid missing out.
Simon Pready, Commercial Director at EMR, expressed his excitement about the ongoing sale, reflecting on last year’s success: “We are delighted to offer even more discounted tickets this time, especially as we celebrate 200 years of railways in the UK. From the bustling cities of London, Manchester, and Liverpool, to charming regional towns and scenic seaside locations, there’s something for everyone. But remember, these tickets are limited and once they’re gone, they’re gone.”
Jenna Cowie, EMR’s Head of Revenue and Marketing, highlighted the creative approach behind the campaign: “Our much-loved brand character, Miles, is embarking on an exciting new adventure. McCann’s innovative production has created two dynamic worlds that will take viewers on an unforgettable journey. We are confident this bold new approach will capture the public’s imagination.”
The campaign will be showcased across a variety of media channels, including TV, cinema, outdoor advertising, and digital platforms. It has already received positive feedback, with a strong 4.2-star rating from ad testing platform System1. Adam Bodfish, Executive Creative Director at McCann Birmingham, explained the inspiration behind the campaign: “A day trip to London is always full of excitement and adventure, so we wanted to convey that feeling in a fresh, bold way. Miles’ epic journey is unlike anything before, and we hope it resonates with viewers across the UK.”
As the sale tickets are only valid for specific journeys, passengers are advised to book early to secure the best fares. Those looking to travel to major cities such as London, Manchester, and Liverpool, as well as regional destinations like Skegness, will find fantastic savings on offer. But with limited availability, customers are urged to act swiftly to avoid disappointment.
In this campaign, East Midlands Railway is not only promoting its services but also celebrating the spirit of rail travel—fast, fun, and always full of adventure.
