Train operator First TransPennine Express is launching a new advertising campaign and microsite this weekend to promote the new Manchester to Scotland service, which the company takes over from Virgin Trains on 9th December 2007.

The new £500K 'This Way' campaign, devised by award winning digital agency Code Computerlove (, includes online advertising , national and regional press.

Code's 'This Way' campaign plays on the various interpretations of this simple phrase - go this way, travel this way or see things this way. In contrast to most advertisers in this sector, it doesn't focus solely on cost but highlights the attributes of the new service and the route itself - including larger windows, additional space to enjoy the view and stunning countryside scenery. It encourages travellers to experience the journey.

The off and online advertising has a strong call to action driving people to a microsite, which acts as the hub of the campaign where consumers can purchase tickets and be inspired to visit each destination
- whether it be for shopping, walking, nightlife or culture, with bespoke visitor guides detailing what to do and where to stay when you get there.

Consumers can also view video clips of the journey, get details of special offers and learn about other benefits of travelling with First TransPennine Express. The site expands across the screen when visitors first arrive on the home page, highlighting the more room to enjoy the view message. Online banner adverts will also feature rich media video streaming of the journey and will expand across the advertisers site page.

Andy Crawford, head of creative at Code Computerlove, said: "We've created a very striking campaign that achieves standout in the market and is adaptable across all media - from digital to press. The campaign jumps off the page with stunning photography, by leading photographer Anthony Crook, which captures the views and real life video footage of this beautiful journey.

"The overall feel of the ad reflects the clients simple and straightforward 'This Way' proposition and First TransPennine Express'
brand values - friendly, relaxed and honest. The photography used and video footage hasn't been treated in anyway so it's a true representation of what travellers will experience and all of the copy has been hand rendered which gives us the real and personal feel we were striving for. It also gives the creative a strong identity.

"Neither do the ads disregarded the importance of price pointing; a 'from £10 each way' message has been incorporated into the creative and Code will also target the price conscious traveller with its search engine marketing work on the campaign."

Dave Crocker, marketing manager for First TransPennine Express, said:
"Code's creative concepts to show how the campaign could work on and offline literally blew our socks off. Our brief was to reach as many people as possible with the new campaign, across any media, in the most cost effective way. Their campaign showed how placing digital at the heart of our marketing strategies allows us greater impact and increased reach than we might previously have achieved through traditional channels alone.

"Our objective is for the website to become the central focus of an active, stimulating and creative business generator."


For further information please contact: Kirsty Hunt, Code PR, Tel: 07816
876091 / 0161 276 2080 or email:


First TransPennine Express' offline creative agency is It's Frank, while Feathers Brookbank handles offline media. First TransPennine Express, launched in February 2004, runs services between major northern cities including Liverpool, Manchester, Blackpool, Bolton, Preston, Lancaster, Barrow-in-Furness, Kendal, Windermere, Huddersfield, Leeds, Hull, York, Scarborough, Darlington, Durham, Newcastle, Sheffield, Doncaster, Scunthorpe, Grimsby, Glasgow and Edinburgh.

Code Computerlove ( is a full service digital marketing agency offering website design and build, re-building, maintenance and e-marketing. Formed in 1999, Code currently employs 48 people at its offices in central Manchester. Over the last five years, Code has won a total of 37 industry awards - including a Revolution award for best retail site in 2007 and three 'best agency' awards in 2006/7. It was listed as 51 in Marketing magazine's digital leagues, ranking it as the biggest in the North West. Code's client list includes HMV, Waterstone'
s, Kimberly Clark Corporation, First TransPennine Express, Premier Foods, NUS and Hillary's. Visit for more information.

Published on: 12:00AM on 8th November 2007