East Coast I Love Trains Week launch

East Coast Trains has launched Britain’s first ever ‘I Love Trains Week’ with an integrated campaign that is being amplified by a range of social media activity and features celebrity endorsement from actress and TV presenter, Donna Air who has changed her name to Donna Train for the week – I Love Trains Week 11-17 August, with East Coast has begun.

I Love Trains Week will celebrate the uniquely British love for rail travel, as new research from East Coast Trains shows more of us have found fun, frolics and romance on the rails than on the road or in the air. Train travellers and rail fans are also being encouraged to get involved by sharing their own reasons why they love trains via a dedicated website www.ilovetrains.co.uk or via East Coast’s Twitter feed @eastcoastuk and Instagram account @eastcoasttrains using the hashtag #ilovetrains – with prizes to be won for the best stories and photos.

The campaign, which is dedicated to the nation’s love of trains, includes a range of social media activity including: An #ilovetrains Instagrammer In Residence who is documenting life on East Coast Trains during the week. The company has hired the services of a leading British Instagrammer, Allan Hinton (Chaiwalla), who is spending four days travelling the East Coast network visiting various destinations between London Kings Cross and Aberdeen capturing the everyday special moments enjoyed by people using the rail route. His work is being showcased on East Coast’s Instagram account.

Popular YouTube vlogger Raphael Gomes has been specially commissioned to become the ‘social media celebrity editor’ of the dedicated microsite ilovetrains.co.uk, selecting and highlighting ‘editor’s picks’ from user-submitted stories and images relating to the love of train travel. Raphael also produced a diary video of sightseeing in York to promote the campaign. Raphael is one of the UK’s leading vloggers with over 170,000 subscribers to his YouTube Channel.

East Coast I Love Trains Week

Thunderclap technology – which allows a single message to be mass-shared simultaneously for maximum impact – is being used to encourage social media users to sign-up to pledge and share their support for the #ilovetrains message on both Twitter and Facebook.

Special photo booths are touring major East Coast stations from London to Edinburgh throughout this week, with a further booth sited all week at the National Railway Museum in York. Every person who steps inside the booths will receive an instant photo, as well as an electronic copy to share on the ‘I Love Trains’ website ilovetrains.co.uk or on Twitter @eastcoastuk using the hashtag #ilovetrains to enter the prize competition.

East Coast’s Head of Marketing, Natalie Cowen, said: “We love trains more than anyone, and we are really proud to be championing what is truly the stalwart of British transport by helping the nation rekindle its love for rail travel with the launch of I Love Trains Week, which celebrates the nostalgia and romance of trains and train travel.

“The campaign is all about helping people share their love of trains, and Donna Air is somebody who has enjoyed travelling with East Coast since she was 8 years old, making her the perfect partner for us.”

East Coast has been supported in the campaign with creative by Intermarketing Agency, public relations and media from Havas PR and Havas Media, and social media by Umpf. Visit www.ilovetrains.co.uk and follow East Coast on Twitter @eastcoastuk to find out more and join in the fun and romance of I Love Trains week.

East Coast I Love Trains Week launch