East Midlands Trains


These days, train companies are often seen as public enemy number one. Thanks to challenging operational circumstances, they face an uphill struggle when it comes customer perception. As East Midlands Trains’ lead creative agency, we set out to help them buck the trend – and put some love back into the brand.

Connecting the UK’s eastern, central and northern regions to London’s St Pancras terminal, East Midlands Trains carry passengers more than 5 million kilometres each year. But with train companies often seen as a mere utility, customer engagement was low.

Creating a compelling through-the-line campaign that developed the business’s service proposition, our work with East Midlands Trains covers almost every channel. From TV and radio, to OOH, social media and station dressing. Put simply, our aim was to raise the brand’s perception while driving passenger numbers. And that’s just what we did.

East Midlands Trains 'Less hassle with our app' facebook advert
East Midlands Train 'All ears' train platform advert

Highest ever
campaign recall

East Midlands Train 'Talk to us' train platform advert
East Midlands Trains 'A little something from us' campaign
Child holding train wi-fi password card
East Midlands Trains 'A little something from us' campaign