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InterCity has scrapped its award-winning "relax" ad campaign, and this week launches new work to spearhead a renewed attempt to stave off falling ticket sales.
The new TV and press ads through Saatchi & Saatchi, the creator of the four-year-old precursor, is designed to flag a barrage of marketing initiatives intended to boost traffic on the tracks.
However, InterCity advertising controller Peter Owen insists "it is not just a product ad, it's mostly about brand building".
The ads will promote the renewal of a tie-up with chemist Boots (Marketing, August 10). Also mentioned will be the national rollout of InterCity's Apex fares, currently restricted …