A new rail/bike hire service from Abellio has awarded its brand development and advertising account to Manchester agency The Foundry.
The new initiative by Abellio, part owner of Merseyrail, Northern Rail and Greater Anglia, seeks to integrate transport options at rail stations offering an alternative to using cars, buses and taxis after train journeys.
Launching for summer 2013 the new service offers bike hire to commuters at 50 stations across three regions, The Foundry will now handle promotion and branding for the launch following a four-way pitch last December.
Says Margriet Cuypers, cycling project manager at Abellio: “The Foundry’s approach was professional and very reassuring – their strategic thinking and creativity added a new dimension to the project, and I was impressed by the way they have embraced the concept.”
The Foundry is currently working on developing and testing names and graphic identities for the new offering, along with business and consumer communications.