East Midlands Trains
ATL
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.
campaign recall
