Being involved in a campaign of this kind would be an initiative that I’m sure was carefully considered by Mattel, but they are probably reassured that by participating they are enhancing the value and reputation of their brand. It’s good to see a company like Mattel recognising that one of their brands can help deliver an important safety message. This campaign is a really good example of how a well-known and established IP can be used to help get an important safety message across it highlights how properties like Thomas & Friends can achieve cut through in a cluttered market. It gives parents a useful way of starting a conversation about this important subject.”Ĭontent and story-wise the message is delivered in an age appropriate way and is ‘on brand’. Talking about the episode, Network Rail mentioned that: “The exclusive episode of Thomas and Friends, aimed at three to six year olds, raises awareness of the dangers of misusing the railway. The episode is available to view online below.įurther to this, Network Rail created three launch events at London stations in the Easter holidays to promote the campaign and partnership. The campaign promotion I saw at Waterloo was linked to a new version of the campaign which included the launch of a bespoke episode of Thomas & Friends. Involving a celebrity in the campaign helps with PR and makes it more relatable for parents. The campaign was also supported by celebrity parent Joe Swash who was featured reading the book. The campaign’s aims and objectives also dovetail with the brands’ key values of friendship, teamwork and safety. The book is a great learning aid in this context.įor brand owner Mattel, being part of a campaign like this is a very positive thing to do and involves them in the wider community in a positive way. ![]() The brand clearly resonates with younger children and as noted by Network Rail, the link creates a forum for parents to start a conversation about the subject. “The campaign’s aims and objectives also dovetail with Thomas & Friends’ key values of friendship, teamwork and safety.” When the book and campaign was first launched, a representative of Network Rail stated: “By offering parents an engaging and fun way to talk to their children at a young age about safety on the railway, we hope children will grow up knowing the dangers and keep themselves and their friends safe.”Ī brand like Thomas the Tank Engine is, of course, relevant to the subject, but it’s also a trusted brand and one with sufficient in-built awareness to achieve cut through with consumers and wide uptake from media partners. The book was also available as a free download and is still available to download via the Network Rail site here. Network Rail distributed the specially developed books to schools, libraries and doctors surgeries. It was initially centred on a book which saw a mischievous Thomas misbehaving on the railway – putting both himself and his friends in danger. Called Stay Safe with Thomas, the campaign first launched in 2018. The campaign is aimed at children and seeks to educate them about rail safety. The sign was promoting a safety campaign presented by rail operator Network Rail. You could say no great surprise to see Thomas at a train station, but on closer examination I was quite intrigued by the context of this appearance… I was wandering across the concourse at Waterloo Station earlier this week when I caught sight of an electronic sign featuring Thomas the Tank Engine.
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