Thomas Cook group brand Direct Holidays is targeting rail passengers as part of its ongoing marketing campaign with Leeds agency outside the box.

Outside the box has already revamped Direct Holidays' website and redesigned its identity as part of a brand repositioning.

Now its 'Direct Effect' campaign includes TV ads, billboards, direct mail and 3D murals of swimming pools chalked onto the concourse at six mainline train stations including Waterloo, Birmingham New Street and Leeds (pictured).

The work follows a similar stunt earlier this year when a bikini was projected onto the Angel of the North statue to advertise the brand.

In other news outside the box has hired Kate Needham as business development director.

Needham, whose career started in product development at Nestles Rowntree, headed up marketing at Richmond Foods (now R&R) before completing a law degree. She has now returned to her "passion for marketing".

Outisde the box's managing director, Mark Davies, said: "Strategic planning is a major strand of our client service so we need to ensure we are constantly offering outstanding solutions. We worked closely with Kate as a client, so we’re delighted to have her at the helm of the strategy to support our clients, and growing our business."