The face of the campaign, managed by VCCP, is its Mexican wrestler character Loco Toledo and will go out over TV, radio, press, outdoor, online and via Spotify, Facebook and direct channels.
London-based Odessa Offset will print the outdoor elements with 48-sheet billboard posters centred on 31 key sites such as stations.
The billboards are inspired by traditional Mexican wrestling posters with two new executions for this campaign.
Southern Railway head of marketing Alistair Buckle said: "This is a fresh, new campaign which we hope will really enthuse customers to travel by rail ... we're confident this distinctive campaign will help us meet our marketing objectives to migrate rail ticket sales online and grow the market for rail travel."
Southern Railway pushes online ticketing with biggest campaign to date
Southern Railway has launched its biggest campaign so far to promote a month-long discount on its tickets.
