The Investment Programme by Impero
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West Midland Trains has unveiled its rebrand campaign for its train lines, as the company invests £1bn into its London Northwestern Railway (LNR) and West Midland Railway (WMR) services.
Created by Impero, the multichannel rebrand campaign aims to capture the nation's hearts and minds, to position West Midland Trains against challenger services.
The £1bn 'Investment Programme,' which aims to improve customer services and grow sale, features a series of posters and in-station activations.
The rebrand moves away from previous work that was predominantly price-led and instead focuses upon the services the improved lines will provide, like earlier-departures and refurbished trains with added seats.
As part of the campaign, LNR and WMR have been given two distinct new personalities.
Impero has created a"straight-up, says-it-like-it-is challenger campaign" for LNR, while it has produced a more "earnest, honest campaign" for WMR, to position the line as a brand for the community.
Credits
Brands: London Northwestern Railway and West Midlands Railway
Client: Penny Allen, Head of Sales & Marketing at West Midlands Trains
Agency: Impero
Creative Director: Michael Scantlebury
Associative Creative Director: Lara Groves
Creatives: Alex Kosterman, Sarah Burrows
Design Director: Adeline Chong
Designers: Harry Vincent, Brian Walker
Strategy Director: Dan Deeks-Osburn
Executive Producer: Tiphanie Delune
Business Director: Cheryl Bailey
Senior Account Manager: Charlotte Johnson
Media Agency: MediaCom
Media Planner: Lorna White, Sat Uppal, Nina Smith
