Encouraging safe travels with Avanti West Coast
Travel, Transport or Tourism Campaign
Best Use of Social Media For Travel & Tourism
Best Integrated Campaign
We turned festive cheer into a life-saving message—using beer, behavioural science, and a catchy Christmas tune to reduce passenger accidents at their busiest time of year.
The Background
Between 2021 and 2024, Avanti West Coast recorded 600 passenger accidents, with 75% occurring at stations and over half resulting from slips, trips, or falls.
The festive season, in particular, sees a significant increase in such incidents, primarily due to public error and intoxication—a factor that rises by 45% during this period. Committed to passenger safety, Avanti West Coast sought to address this issue proactively.
Building on a successful summer safety initiative, we collaborated with behavioural science expert Richard Shotton to develop a festive campaign that would resonate with passengers.
Recognising the growing trend towards low and no-alcohol beverages, the team introduced "Safety Thirst," a 0.5% pale ale crafted in partnership with Birmingham Brewing Company.
The Execution
The campaign featured a light-hearted music video set to the tune of "Jingle Bells," with updated lyrics written by Cubaka and performed by Avanti's staff choir, delivering safety tips in an engaging manner.
The campaign was executed through a combination of organic and paid social media efforts, and PR. The music video was promoted across various platforms, and the "Safety Thirst" beer was made available to passengers, reinforcing the safety message in a tangible way.
The Final Product
WE HIT THE HEADLINES
The Results
64.4K
Organic Impressions
3.1M
Paid Impressions
40.6%
Postitive Sentiment Rating