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West Midlands Trains launches rebrand campaign after £1bn investment

West Midlands 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 Midlands Trains against challenger services.

The £1bn 'Investment Programme,' which aims to improve customer services and grow sale, breaks today (1 April) with 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.

Discussing the multichannel rebrand campaign, Penny Allen, head of sales and marketing at West Midlands Trains, said: “We’re investing £1bn into our services, so we have a lot to shout about. Passengers will soon be able to get direct services to even more destinations and will be able to travel on new trains across our network from 2021.

"These new straight-talking, honest campaigns speak directly to our customers, whether they’re seasoned commuters or weekend leisure travellers. More and more people are choosing to travel by train, and with capacity across our network set to increase by 25%, there has never been a better time to show people why they should travel with us.”

Adding to this, Michael Scantlebury, creative director and founder of Impero, said: “This is the start of a properly exciting journey. We can’t wait to kick off our mission to make West Midlands Trains the UK’s most-loved train company – bringing in droves of new customers, turbo-charging sales, and spotlighting its straight-up, no-nonsense company ethos. And, with all the in-station activations we have lined up, travelling with LNR and WMR is about to get a whole lot more fun.”

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