Projects
Avanti West Coast
London
Launch of the new West Coast train franchise
Time might have been tight for the launch of the new West Coast train franchise – but we’ll always test the creative.
What we delivered
- Analysis
- Branding
- Campaign Management
- Content
- Design & Animation
- Digital Marketing
- Outsourced Marketing
- Strategy
Our Approach
In 2019, from August to December, Avanti West Coast, taking over from Virgin Trains, needed to mobilise their new franchise in just four months; involving a launch campaign, rebrand, and Nectar loyalty partnership.
We started (with a few deep breaths) by developing a creative brief for the campaign and managing a comprehensive pitch process, which resulted in the appointment of Adam & Eve, who we worked with as a creative partner. We also developed a media buying plan in partnership with The Seven Stars media agency, giving high-impact coverage in all key cities along the route, from London to Edinburgh, with media including high-profile outdoor sites, station domination, radio, press, and digital, and TV launch.
Our Solution
With our usual, obsessive attention to consumer impact, we carried out thorough brand research and creative testing to ensure that when this brand landed it was going to be bang on. The result was an inspiring creative, which included images of a human train of joyful people, weaving its way through the sunlit countryside. We managed the whole creative design process of the brand, working with forpeople to finalise and develop brand guidelines.
All stations and their signage were rebranded, as well as all print materials, timetables, customer comms materials, onboard menus, and elements of uniform, as well as livery applied and wrapped around two trains overnight ready for launch day! Digital doings included the rollout of the brand onto the new website, app, and CRM platform.
