Why consistency isn’t a dirty word in marketing.
‘I want ruthlessly consistent marketers, not creative ones.’ Consistency makes a brand easier to think of, find and buy – from Weetabix reviving its famous end line to Specsavers’ single creative idea and Johnnie Walker’s decades of strategic consistency, ruthless consistency delivers measurably more effective advertising.
Successful Campaign Planning with Public Transport in Cymru
Reflecting on Route’s locally targeted summer campaign with First Cymru, promoting the famous Tenby to Saundersfoot open-top Coaster. Delivered with creative partners Cravens across broadcaster VOD, Sky AdSmart, radio, social media and programmatic display, the campaign engaged over 250,000 people and helped smash passenger targets.
A Guide To Advertising In A Recession
History suggests a counterintuitive truth: cutting advertising in a recession can be a costly mistake. From Kantar’s A-B test and McGraw-Hill’s 1980s research to Pizza Hut and Taco Bell overtaking McDonald’s, the evidence says brands that keep advertising through a downturn come out stronger.
How to Maximise Impact with OOH Advertising within the Transport Sector
Out of home advertising gives transport brands a vibrant, innovative channel for awareness, engagement and footfall – from busy hubs and captive audiences to location-specific targeting, digital OOH creativity and measurable impact through footfall tracking, web traffic and brand sentiment.
Capturing Your Key Audience: Effective Strategies for Travel Advertising
Travel can be a thrilling escape or a stressful juggle, and advertisers need to tap the moments that matter within the journey. Know your audience – planner, seasoned traveller or newbie – focus your message on one clear goal, choose channels contextually, and plan the campaign through the customer’s eyes.
7 Essentials for Public Transport Marketers: Crafting Successful Campaigns
Marketers in public transport face a diverse set of audiences, from daily commuters to infrequent travellers. Seven key considerations for successful campaigns: understanding audience segments, data-driven insights, multi-channel strategy, inclusive communication, hyperlocal expertise, seasonal and event-based campaigns, and sustainability.
10 Key Advantages for Public Transport Travellers in the UK
Public transport in the UK is more than getting from A to B: ten benefits of buses, trains and the tube, from cutting carbon emissions and easing congestion to saving money, supporting local economies, opening up employment and fostering community connections.
World Friendship Day
For World Friendship Day, Route celebrates the friendship that started the agency: Managing Director Darren Davidson and Director Ben Dascombe met at university, crossed paths through London’s advertising industry, and became business partners in Newcastle. The only thing they don’t agree on is football.
ITV First Look
The team attended ITV’s First Look, held right on Route’s doorstep in Newcastle city centre – a first look at what is coming up across ITV’s platforms for the rest of 2023, and a fantastic opportunity to expand connections as well as knowledge. We can’t wait for the next one.
World Emoji Day
World Emoji Day marks ten years of the emoji. Emoji use has increased by around 775% over the last three years, and using emojis on Instagram increases engagement by a staggering 48% – so whether brightening a text or punctuating a social post, they earn their place in any message.