The Power of Simplicity: Southeastern Railway’s Summer Leisure Campaign

It’s a universal human truth that we are drawn to beauty and the promise of adventure.

And our work with Southeastern Railway on their Summer Leisure Campaign is a good example of this.

Our task was to encourage people to choose hopping on a Southeastern train rather than taking the car.

So, instead of overcomplicating the campaign with complex design elements, we decided to champion simplicity.

This allowed us to honour the drone footage, which captured birds eye views of the Southeastern network – from Kent, to East Sussex, to London.

Vibrant colours, beautiful views and headline copy that compelled readers to choose adventure allowed us to emotionally connect with the audience.

And this encouraged people to try something new, visit somewhere they hadn’t been before, and take a Southeastern train to get there.

Simplicity and Emotion

Less is often more when it comes to emotional memory.

In Richard Mayer’s Cognitive Theory of Multimedia Learning, he highlights the importance of reducing unnecessary information when creating impactful design.

So if something is really busy, with lots of different components and information, we probably won’t connect with it. And in turn, won’t remember it.

A mix of photography and text, used only where necessary – not over-egged, are key.

Similarly, as noted in Hubspot’s Ultimate Guide to Emotional Marketing, the use of colour in marketing can tap into consumer emotion.

And a memorable campaign likely has an emotional relevance and connection to its audience.

As our Content Writer Venetia Taylor and Applied Behavioural Scientist Mark Hauser discuss in a previous blog:

If a customer is fully emotionally connected to your brand, then they’re much more likely to be “loyal” (by which we mean they will not feel any urge to look elsewhere).

So, by focusing on visually striking drone footage of key locations across the Southeastern network, the campaign has greater impact and connects with audiences on an emotional level.

Engaging with Simplicity

Our drone footage brought with it a narrative. Adding too many other elements would detract from the natural beauty and dilute the message.

The vivid, vibrant greens of rolling hills, and sparkling blues of the coastline are engaging and exciting. And our photography tells a story steeped in history, adventure and discovery.

By showcasing specific locations, as part of the overall experience, Southeastern positions train travel as a memorable experience rather than just a means of transportation.

And through the impressive and inspiring photography, the campaign also resonates with the growing desire for sustainable travel.

Travelling by train is more efficient and convenient, but it’s also beautiful.

By highlighting the scenic beauty of the countryside and the minimal environmental impact of rail travel, Southeastern appeals to a conscious consumer base.

Final Thoughts

What better way to engage with a leisure audience then by showcasing your best assets.

And letting them shine.

Through its simplicity, Southeastern’s Summer Leisure campaign taps into consumer emotion and inspires viewers to dream, to explore, and to choose rail travel as their mode of adventure.