A voiceover artist tells listeners about an offer for a family train ticket that also includes 2-for-1 entry to top London attractions. But instead of recording it the conventional way, in a studio, he does it for real while sliding down the world's biggest slide, which was one of the attractions on offer. The spot - which also doubled a piece of online content - was 30 seconds long, which is exactly how long it takes to travel down the slide. Nothing like this had ever been done before.

The term “really big deal” has a double meaning in the context of this radio spot. As well as being a promotion that represents good value for money, it’s also a thing of emotional importance in a more general sense.

[Excitedly, as the voiceover artist slides down the ArcelorMittal Orbit slide].

MVO:

The Chiltern Railways Family Travelcard is such a big deal, I’m recording this inside the ArcelorMittal Orbit, home to the biggest slide in the world.

This summer, from just £25, you’ll get return train tickets to London Marylebone, unlimited bus and tube journeys, and 2 for 1 on many of London’s top attractions.

Book your London Family Travelcard from just £25 today, at chilternbigdeal.co.uk

Terms and conditions apply, see website for details.