To build brand awareness in what is a big year for Thomas & Friends. With Thomas turning 70 we needed to show consumers that he was still young at heart and the perfect best friend for any adventure! We also wanted to drive cross category product sales showing the depth and breadth of the Thomas & Friends range.
Working with HIT we developed the concept of an exciting retail tour which would travel all over the country. Using the shell of a double decker bus we created a unique experience like no other, with content and activities for both children and parents to enjoy. Titled the ‘Best Friends Express’ the bus provided a great introduction for those new to the brand, and an opportunity for those who were already fans to be reminded of the brand’s great benefits.
We smashed our target reaching nearly 16,000 consumers in the space of 25 days, with research stating we had 100% positive