Today, TransPennine Express launches the next generation of the brand’s “Where Next?” campaign. Appearing across TV, Radio, Press, Digital Display and Social, the campaign encourages leisure travel around the North by showcasing all the new and exciting things the region has to offer.

The campaign is led by a 30” TV spot directed by Simon Ratigan. Shot documentary style, it juxtaposes the sound of a moving train with unscripted scenes of people getting out and enjoying the North and Scotland. It will appear across all Northern regions on ITV and Channel 4 between June and August 2017.

“Where Next?” draws a parallel between the exciting changes happening in our region and those happening on our trains. It’s designed to excite customers about the £500m of innovation coming their way, and to invite people to think about where their next trip could take them. As the main inter-city operator for the North and Scotland, TransPennine Express is proud to help Northerners discover all the gems their region holds.

The TV is backed by a suite of destination-specific radio, press, digital and social creative.

Steve Hawthorne, Creative Director at WCRS, said: “The towns and cities connected by the TransPennine Express are changing all the time. There are always exciting new things to see and do. That momentum and dynamism is what this new campaign aims to celebrate. In doing so we celebrate the people and places that make our part of the world so unique and encourage those watching at home to get out and experience it for themselves.”

Caroline Anchor, Head of Marketing at TransPennine Express, said: ““Where Next?” is a platform that expresses our vision to continue transforming our company and taking the North further. This campaign is the latest expression of that vision and focuses on the hidden gems that make our part of the world such an exciting place to live in and visit. We want the work to inspire people to get out and about this summer. So don’t take our word for it. Jump on a train and see it for yourself.”

Client: TransPennine Express
Agency: WCRS
Executive Creative Director: Billy Faithfull, Ross Neil, Leon Jaume
Creative Directors: Steve Hawthorne, Katy Hopkins
Creatives: Richard Nott, David Dearlove
Agency Producer (TV): Laura Middleton
Agency Producer (Radio): Sally Miller
Agency Project Managers (Print & social): Paul Millar & Ross Frame
Account Handling: Robert Carter, Richard Williams, Louis Lunts, Izzy Fraser, Christina Caillard
Planning: Liz Baines, Stuart Williams
Agency Designers: Lee Burns & Charlotte Jackson
Photography: Alex & Stephen Bingham
Retouching: Peter Kelly
Media Agency: MEC Manchester
TV Production Company: HLA
Director: Simon Ratigan
Producer: Tim Daukes
Editor: Thomas Carter-Grove @Trim Editing
Audio & Sound Design: Anthony Moore, Phil Bolland & Dan Beckwith @ Factory
Post-Production: The Mill