Initials CX has launched “100 Ways to Summer”, a new integrated campaign for Arriva’s Grand Central Rail.

In partnership with Get Me Media, the campaign aims to spark spontaneous summer trips to London.

Following the success of last year’s effort, this year’s campaign features a refreshed creative direction and supports Grand Central’s new brand message, ‘Connecting Communities’. It encourages travellers to explore all that the capital has to offer-from festivals and great food to unforgettable experiences—while driving website traffic and promoting affordable return fares.

Running across BVOD, cinema, paid social, programmatic, out-of-home, radio, and Grand Central’s own channels, the campaign targets leisure travellers in the North East, West Yorkshire, and London. With region-specific messaging, it positions Grand Central as the ideal option for summer rail travel.

The campaign will continue through September 2025, with the goal of boosting ticket sales among key audiences like young professionals, students, and retirees.

Leah Burton-Smith, Group Account Director, Initials CX said: “This year, the brief was clear: inspire travel but drive action. We wanted to create a campaign that not only captured the spirit of summer, but made Grand Central the obvious, easy choice when people are ready to go. By combining regional insight with rich, emotive storytelling and precise media targeting, we’ve built something that truly connects.”

Luke Purcell, Senior Marketing Manager, Arriva UK Trains added: “It’s been a pleasure working with Initials CX to bring back ‘100 Ways to Summer’, a campaign that celebrates not only the iconic attractions of London but also uncovers some of the hidden gems that make the capital so special. With the help of Get Me Media, we’ve selected media channels which are prominent in the communities we serve, to highlight how easy it is to travel directly into the heart of London with Grand Central. We’re hoping to help people uncover new adventures—big and small—this summer.”