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ScotRail enlists Wire to move full steam ahead on its consumer communications


ScotRail has handed its consumer communications contract to Wire on an initial 12-month basis following a number of projects.

The creative communications agency will be tasked with handling the strategic marketing and communications support across the network's portfolio and ticket offering in order to strengthen brand empathy featuring strategic planning and creative conception, content creation, experiential, media relations, social media management and influencer advocacy.

Nesta Gilliland, head of marketing and sales for Abellio ScotRail, commented: “We were impressed from the offset by Wire’s creativity and tenacity for delivering real world results; outcomes and not just outputs.

“Working on multiple briefs concurrently, the team at Wire keep their eye on attention to detail as well as the big picture. We’re thrilled to have them on board and look forward to a productive 2017, which will be a big year for the ScotRail brand.”

Pam Scobbie, director at Wire, added: “2016 has been a hugely successful year for Wire. We’ve experienced significant growth, bolstering the team in line with a number of new business wins and growth of existing business, including this flagship win from ScotRail.

“There is a real opportunity for us to work alongside the ScotRail marketing team to develop a more creative, innovative approach to brand strategy, and we’re looking forward to collaboratively making that happen.”

Previous projects handled by the agency included the current campaign 'The Great City Swap' created to encourage citizens of Scotland's largest cities Glasgow and Edinburgh to visit each other for the day.

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