West Midlands Railway

Turning the Region Orange

Objectives

We were commissioned to deliver a unique programme of activity within key Midlands regions that feature on the West Midlands Railway (WMR) line to create excitement and drive brand awareness, underpinned by WMR’s key consumer messages.

Insight

Our research highlighted the busiest train stations across the network, where we concentrated our activity for maximum impact.

Solution

We illuminated or dressed 14 recognisable monuments in key towns along the WMR line in the new orange brand colour. We partnered with Birmingham Mayor, Andy Street and delivered a robust media relations, social media and influencer strategy to secure coverage.

Results

  • 65 pieces of positive media coverage appearing in each participating region
  • 98% of coverage achieved KPIs
  • Social reach increased by an average of 14% during the campaign with one post achieving a 98% increase
  • Engagement per post increased by an average of 47% with one day achieving a 450% uplift