Projects
Abellio Scotrail
Scotland
Faster than a speeding train when it comes to rebranding 300 over 32 Scotland authorities in a national campaign packed with franchise goodies.
“When it comes to improving your journey, we’ll stop at nothing. Except for stations.” The tagline for this campaign, the launch of the Abellio ScotRail franchise in 2015, really sums up how we stopped at nothing and got to pull out ALL the stops.
What we delivered
- Branding
- Campaign Management
- Content
- Customer Relationship
- Management
- Digital Marketing
- Marketing Communications
- Outsourced Marketing
- SEO
- Strategy
- Website Development
Our Approach
So much of this successful campaign was about partnerships – with the teams we managed and worked with on delivery, but also on the incredible franchise opportunities, we developed to enhance and encourage the enjoyment of travel journeys by train, and perceptions of those journeys.
Our Solution
As well as managing the team, and third-party suppliers, to deliver all marketing and communications for the mobilisation, including the rebrands of trains at 350 stations, we worked to secure deals with key players for the relevant franchise and advertising promotions, including the successful renegotiation of Hydro sponsorship. The promotions included £1m worth of free tickets across Scotland, linking with Scotland’s Year of Food and Drink, Great Scenic Railways, Smart, National Trust for Scotland for Club 50 and Kids go Free. Prior to launch, we also secured over 30 new ATOC 2for1 visitor attraction offers!
Not forgetting digital, which was huge in this project, with many complexities behind the scenes in order to manage the customer journey. We worked with award-winning web developers, Altcom and Union Digital to introduce a completely new website, integrating TTL and Nexus Alpha, as well as the digital team on the migration of the ScotRail database to TTL and set up a suite of new trigger emails.
We love working with national and local partners, and we love campaign delivery, so this project was a real treat, producing collateral that included a national TV advert, digital and outdoor media, and extensive PR and stakeholder communications.
