South Western Railway Brings Back Its Cute 'Bird Fluencers'

South Western Railway (SWR), together with agency St.Lukes, just released a new animated spot starring two traveling "bird fluencers."

Produced by Nexus Studios, the short advert titled "Make every trip a treat" sees Wesley Peck the pigeon and Sandy C. Gull highlighting the exciting rewards in store for travelers — including chances to go on theatre trips and enjoy discounted meals, hotel stays, and many more. 

The best part? All these can be obtainable with just the purchase of a train ticket, doubling down on the campaign's main message that every trip can be a treat. 

"Our lovable ‘bird fluencers’, Wes and Sandy continue to go from strength to strength for SWR, so it’s great to see them promoting SWR’s Rewards with a night out on the town which is guaranteed to be a hoot," St.Luke's CCO Richard Denney shared in a statement. 

The latest marketing initiative from the brand and agency marks the second appearance of the beloved characters. 

Sandy and Wes were formally introduced by SWR in 2022, starring in a spot that sees the two catching up and sharing each other's itinerary while in transit. 

Since then, the birds captivated the hearts of travelers, leading the company to bring them back for a second round. 

Ian Humphreys, SWR's senior marketing manager, shared that their new campaign is well-loved by colleagues and customers who have given positive comments about the two "bird fluencers."

"We know from brand tracking and econometrics that the campaign is performing above target so let’s hope the Sandy and Wes story has a few more chapters to go," he added.

The latest 30-second spot was officially launched on July 16 across TV, video, and online platforms, while the wider campaign will be spread across digital, out-of-home, and influencer efforts that will run until September.

This includes a series of online social videos and key visuals containing different messaging posted on train windows. 

SWR's solid brand marketing strategy served as its blueprint for building a sturdy branding foundation. 

Apart from gaining customer loyalty, its strategy helped set it apart from the competition in the oversaturated travel industry. 

Sandy and Wes Take a Trip

The short commercial starts with Sandy and Wes reuniting on the train, giving each other a warm greeting. 

When Wes compliments Sandy and tells her she looks "fly," the seagull responds by sharing her experience with her "gull-friend" at the theatre, made possible by an amazing discount given by SWR rewards. 

Wes then shares that he had dinner with his mates, using his SWR rewards to get a discount on the bill. The two laugh as the night goes on. 

The ad ends with a call-to-action (CTA) for viewers to book their trains directly with SWR to claim exclusive rewards and make every trip a treat. 

Animation in advertising is one strategy used to diversify a brand's audience and increase brand awareness, as evidenced by SWR bringing back Sandy and Wes.

Bottled coffee brand Café Bustelo also saw the advantage in this, launching a series of animated spots last month made by BBH USA to promote its espresso-style iced coffee.

Editing by Katherine 'Makkie' Maclang