Ireland's national rail service was having a seat sale, and was struggling to compete with the bus.
Remind people of the luxury of train travel.
No traffic, no driving, have a rest, a read, get some work done, or do whatever you like. By putting that sense of freedom at the centre of our TV commercial, we made one of the most viewed Irish TV ads of recent years.
A significant increase in ticket sales, including the more expensive annual tickets.