promoting business

Great Malvern station
promoting business
  • Posters
  • Promotional leaflets
  • Campaigns
  • Special promotions
  • House style

Every profit centre within Regional Railways and every one of the Passenger Transport Executives is striving to provide a service of quality. And every one has something special to contribute to the whole. A little of the excellence of one offer can easily rub off onto another, to everyone’s advantage, as long as each of them is recognisably part of the whole. In other words, customers who have thoroughly enjoyed a ride on the Settle to Carlisle line and who then recognise another piece of literature from the same ‘stable’, promoting some other kind of offer, are much more likely to respond positively.

For this reason, the corporate identity has laid down a format for the production of promotional literature and posters. The public response, according to thorough research, has been favourable. The grid allows for bright colours so that the leaflets stand out amongst the competition. The grid ensures that the offer is placed prominently at the top with Regional Railways branding as an endorsement at the bottom. The fleximark will, as always, provide the principal Regional Railways family characteristic.

The very fact that Regional Railways is to be promoted at all is in itself an innovation and it will be done on 48-sheet posters, in newspaper advertisements and on television.

The information sheets contained in the Identity Management binder will spell out all the essentials to enable promotional print to be designed according to the grid. Even so. there will be briefings and follow-up sessions to ensure that everyone who is actively involved is confident about what they are doing and happy with the results.

promoting business – leaflets

Leaflet rack

The house style is
clearly in evidence
giving a strong
family likeness
across all
promotional
literature.
A specially designed
rack allows a good
display of leaflets.

The grid allows for full
bleed pictures or all
text as appropriate.
Approved national
campaign devices or
line images are used
in place of the
fleximark where
appropriate but the
strong house style is
retained.

ScotRail
Transform your station
May happy returns poster
Freedom of Scotland
Three cheers for half price days and nights in York
Cruise across the Pennines
Many happy returns leaflet

48-sheet poster
campaigns can be
translated into a
station poster
format.

The fleximark,
strong left margin
and Joanna
typeface provides
the family likeness
across posters.
Appropriate
background
colours can
enhance and make
the posters more
eyecatching.

Travel direct to Stansted Airport and miss out London

If agreed with both
parties, major
sponsor
acknowledgement
may appear at the
bottom of the print.

House style leaflets

Text on leaflets may
be incorporated into
the house style
instead of or in
addition to
illustrations.

ScotRail Express shuttle

The fleximark looks
good on all aspects
of the business,
including the caravan
used for special
promotions in the
North East.

Caravan

The fleximark and
house colours may be
used creatively for
special promotions
such as the banners
for the launch of the
new ScotRail Express
shuttle service.

1992 // TRANSDIFFUSION BROADCASTING SYSTEM