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Merseyrail appoints Clarity Creation for campaign around Liverpool Central Station closure

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By The Drum Team, Editorial

January 11, 2012 | 2 min read

Following a five way pitch, Merseyrail has appointed Clarity Creation to develop a £200,000 campaign, communicating the planned disruption around the closure of Liverpool’s Central Station between April and October.

The station will be closed for a £20million facelift for six months from 23 April to 21 October with rail users being encouraged to use alternative stations.

Phillip Ramsey, managing director at Clarity, said: “The team are really excited about working with Merseyrail on this campaign. As we discovered during research, anyone who travels regularly on the network has an opinion about Central Station. The campaign is first and foremost a public information campaign but we felt that, given the scale and nature of the improvements, it was equally as important to communicate that disruption to regular travellers will be well worth the wait.”

All media planning and buying for the campaign will be handled by Clarity, with teaser activity to launch mid March.

Matt Roach, head of marketing and commercial revenue at Merseyrail, said: “Liverpool deserves stations that reflect the transformation the city has undergone in recent years. The works planned for Central Station will deliver a station that is fit for purpose and fit for the future but there will be an inevitable impact on passenger journeys.

“During the pitch process Clarity’s campaign idea shone through because it clearly delivers the facts about the planned closure at the same time as tapping into the emotions surrounding the station and acknowledging the need for improvements.”

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