UK ad agency Brandpool has developed the launch campaign to promote Britain's first domestic high-speed rail service, Southeastern.
The initial three-week campaign covers outdoor, radio, digital and press in London and Kent and promotes high speed as the ideal alternative to road travel, particularly appealing to motorists to change their driving habits.
The new Southeastern service runs between St Pancras International and Kent and allows trains to operate at 140mph, cutting travel time by 69 minutes.
The line also serves Stratford International, a key transport hub for the 2012 Olympics.
According to the company, the campaign focuses on the real human benefits of the service, offering them "less time travelling, more time living", as a result of less stress, less angst and more time to do the things that matter to them.