This ingenious blog won an IoIC award for its funny, cleverly targeted content. The Wright Lines chronicles the (mis)adventures of a fictitious family recently decamped from London for Southern country.
Each of the five Wright family members use their own blog to correspond to key audience demographics for the train operator, enabling us to seed messages, promotions and links relevant to them. You could call it product and service placement. The blog’s quirky style won it a loyal following, while cross-fertilising content we produced for Southern in other channels, including their customer magazine.