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By John Glenday, Reporter

February 12, 2019 | 2 min read

Greater Anglia Trains have unveiled a new brand identity, created by Atomic London, positioning the transport provider as a ‘distinctive and engaging’ choice for travel across the region.

Dutch parent Abellio is pouring £1.4bn into an overhaul of its rolling stock which will begin ferrying passengers during summer, prompting the rail firm to prepare new corporate identity to match its upgraded fleet.

Built around the UK’s fastest land animal and a species indigenous to East Anglia, the hare, the campaign champions the speed and modernity of rail travel.

Dave Henderson, creative partner at Atomic, said: “Our aim was to create a brand property that would become instantly recognisable as Greater Anglia. An identity with an emotional connection. ‘Of the moment’ and ‘of the region’ it will be used across all GA campaigns.”

The new identity launches today (12 February) in the form of a sequence of teaser campaigns around the region as well as weather idents, print and OOH. This will be followed up by a larger TV, cinema, print, OOH, poster and digital campaign in the summer.

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