Northern pride:
A new brand story
for a newly invested
rail franchise.
Ambition
The Department for Transport (DfT) announced that FirstGroup had won the rights to operate the new Transpennine Express franchise. With ambitious investment plans that would see £500m injected into the network, the first objective was to effectively communicate strategy internally and create excitement amongst colleagues and stakeholders.
Client
Transpennine Express
Deliverables
Brand campaign / Employee communications / Video
Recognition
Dare Awards Winner
Direction
Our creative team set about inspiring Transpennine Express colleagues with a series of video content and integrated campaign deliverables. These were delivered primarily at colleague conferences to support senior management vision. Collaborating with a renowned local poet, we gave Transpennine Express a renewed sense of pride and clarity about what connecting the North actually feels like.
Transformation
Through the power of words and video, we transformed how the management of Transpennine Express now communicate business strategy and report back on progress to colleagues. When initial client feedback included reports of “tears rolling down cheeks” it was no surprise our collaboration won the PRCA Dare Internal Communications Campaign of the Year 2017.