Citylink - Summer of Citylink

Andy Littlewood, Janette Harrison and Andrew Niven

Scottish Citylink, Scotland’s leading provider of express coach services, set out to increase revenue during the summer months of 2002, both to help its Singapore parent company, DelGro, and to bolster its own financial position ahead of a planned expansion into Ireland.
Agency: MediacomAuthors: Andy Littlewood, Janette Harrison and Andrew Niven

citylink

Summer of Citylink

THE CASE

This paper will follow the case of the 2002 summer advertising campaign for Scottish Citylink. In it we will attempt to identify whoever or whatever was responsible for an exceptional number of coach passenger trips achieved in one threemonth period.

We will lay bare the thoughts that went into the plotting and execution of the deed; a catalogue of exacting demands, hard graft, strategic insight, luck and some really awful weather.

Further, we will try to show that the ramifications of this...

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