The destination of a trip is important but just as equally significant is the journey people have to reach somewhere. Whether you know where you are heading next or you’re still planning your upcoming trip, the ride is part of the whole adventure which you have to learn how to truly appreciate. So why don’t you hop on a train, make yourself comfortable on a seat, put Zohra Aït-Fath’s “Badala Zamana” song in your headphones, and enjoy the delightful ride Avanti West Coast has prepared for the UK passengers?

For the train operator, it is important to not just help passengers reach from point A to B but also make their journey be a pleasant one. Aspiring to put a smile on people’s faces when traveling, the British company ventures into a new “Feel Good Travel” experience, encouraging explorers to rediscover the perks of moving by train via a one-minute-long video, developed in partnership with creative agency adam&eveDDB and directed by Tom Kuntz through MJZ.

The spot, which hit the big screen on August 20, captures the feel-good mood commuters are about to experience when opting for Avanti West Coast. It stars Turbo the turtle making its way through the crowded streets of London. Equipped with roller skates and much to the astonishment of the pedestrians, the turtle doesn’t let itself be intimidated by road obstacles, such as traffic jams or roadworks. In fact, Turbo effortlessly overcomes them, reaches the countryside, passes a horse and some sheep, grabs a quick lettuce snack, and continues its journey. Upon entering a tunnel, we discover that “this is how travel should feel.”

Kate Squires, Marketing Director, Avanti West Coast, said: “We really want to inject a feel-good vibe when people think about traveling with us. That’s the purpose of this campaign. We’re incredibly excited to bring people back on board and shout about all of the great reasons why it’s the best way to get around. This is the perfect way to do it.”

According to the press release, the idea behind the initiative is to refresh people’s memory about how travel means more than the destination. The campaign also highlights the unmatchable feeling that a super-speedy Avanti West Coast train ride gives travelers, “without resorting to any of the usual tropes.”

The new ad appears on VOD, OOH sites, radio, print and digital media, and supporting social activations, with the7stars being in charge of handling the media strategy. Feel Good Travel launched the same week the British operator reintroduced extra services on its Manchester, West Midlands, and North Wales routes. The campaign will also help support the communities the train operator serves — including local businesses — while also promoting an eco-friendly way of traveling.

Credits:

Client: Avanti West Coast

Project/Campaign name: Feel Good Travel

Client/s Team:

Job Title: Sarah Copley, Executive Director Commercial

Job Title: Kate Squires, Interim Marketing Director

Job Title: Catrin Williams, Senior Marketing Communications Manager

Job Title: Rachel Wallace, Marketing Communications Executive

Agency: adam&eveDDB

Chief Creative Officer: Richard Brim

Creative Directors: Christian Sewell and Andy McAnaney

Creatives: Simone Wärme and Jeppe Vidstrup

Agency producers: Michael MacMillan, Kate Taylor, Jaki-Jo Hannan, Adaeze Ndakoji, Michael McCarthy & Carrie Moores

Planners: Paulina Thompson & Beth Mackenzie

Project Manager: Simon Ballam

Joint CEO: Tammy Einav & Mat Goff

Managing Director: Paul Billingsley

Managing Partner: Charlotte Cook

Account Directors: Charlotte Ellison & Nick Wilkie

Business Affairs: Dolores King, Lois Edwards, Gemma Davies

Design: King Henry

Designer: Paul Knowles, Matt Bryce

Typographer: Paul Knowles, Matt Bryce, Dave Callow

Retouch: Dan Jackson

Media agency: 7Stars

Media planners: Jasmine Allen, Steffan Lee, Lynsey Brook, Emma Knighton, Jack Paton

Production company: MJZ

Director: Tom Kuntz

Producer: Sophie Brooks

D.O.P: Justin Brown

Editing Company: Whitehouse

Producer: Annabel Bennett

Editor: Russell Ike

Post-Production: Untold

Exec Producer: Tom Iggleston

Producer: George Reid

Creative Director: Ben Cronin

VFX Supervisor: Tom Raynor

Grade: Company 3

Colourist: Stefan Sonnenfeld

Music Supervisor: Harley Beckman Hawksley @ Theodore

Music Researcher: Daniel McLaren

Soundtrack name and composer: Badala Zamanda / Joel Hannier & Zohra Aissouai

Audio Post-Production: 750mph

Producer: Jessica Ringshall

Sound Design: Sam Ashwell