ISSUE:
Raise the awareness and profile of a £60m investment in new build trains between Manchester and Scotland providing more capacity and journey opportunities for customers.
SOLUTION:
Press, stakeholder, colleague and customer campaign from initial announcement, through the manufacture programme and culminating in the introduction of the new fleet into service. This included identification and promotion of benefits through media releases and interview, political and business engagement and presentation, creation of digitial assets, social media messaging and live customer engagement at rail stations across the north of England and into Scotland.
IMPACT:
Over 300 positive media stories, 60 plus MPs briefed, presentations to Chambers of Commerce, operational and management colleagues engaged and 400,000 customers informed of the benefits and investment.