McCanns is releasing the 'Switch' activity in an effort to increase CrossCountry customer numbers across the key summer period, with a particular emphasis on targeting the over 55s and youth and student markets.

CrossCountry on track with new creative

The key drivers behind the activity are the savings that can be made on train travel by booking in advance - up to 75% - and the comparative ease of train travel when compared to other modes of transport.

The TV creative (featured below) breaks tomorrow across the ITV and Channel 4 networks, with radio, press, CRM, PR and social media planned for a push that should reach over 10 million consumers.

McCann Manchester managing partner Andy Moffitt commented: "We are really excited to have created CrossCountry’s first TV ad which forms part of a truly integrated campaign to drive the Switch message this summer.

"This campaign has been created to utilise the savings message that can be enjoyed within the current climate, especially as more people choose to holiday at home rather than going away this year.”

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