Club 55 is Ariva Trains Wales’ promotional scheme for those over 55. It offers special discounts to those looking to explore Wales in their free time.
Campaign materials are a great way of getting your message out there. Design needs to be attention grabbing whilst also remaining suitable for each medium. When designing the campaign materials for ATW’s Club 55 promotion we were mindful to create design that could be scaled up; for materials such as posters and pull up banners, as well as down; for items such as direct mail shots, leaflets and e-newsletters. We utilised ATW’s external brand colour scheme to ensure the materials were easily recognisable as an ATW campaign.
We wanted to entice people to engage with the offer so designed an attractive backdrop, depicting Wales’ beautiful landscapes. We mindfully avoided using negative age stereotypes to depict older travellers. Instead, we opted for a shadowed outline of people engaged in adventure pursuits.