Thetrainline.com has shown it is on the right PR lines when it grabbed valuable column inches after advertising its discounted fares on a flock of sheep beside a busy commuter line.
The online train ticket service enlisted the services of the sheep to act as living billboards to remind passengers travelling on the Gatwick Airport to Reading line that they can save up to 43% on tickets booked through their website.
Commuters can see the sheep, decked out in jackets displaying the website address and the potential fare savings, grazing just outside Dorking Station.
The publicity stunt forms part of a coordinated marketing offensive, which also features a new television ad campaign showing sheep performing human acts such as reading the newspaper.
The marketing team at thetrainline.com deserve a number of brownie points for their imaginative approach to advertising, which is both low cost and highly targeted to the people that matter most to them, namely travelling rail users.
But smartest aspect of their campaign was the resulting publicity, which will inevitably prove more effective than the advertising directly on the sheep themselves.
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