Open access rail collaboration

Client: First Rail Open Access (Lumo and Hull Trains)

The perfect collaboration is achieved when everyone is working to deliver a mutual goal and each party fully maximises their individual role in the partnership – this is exactly the collaboration that exists between CWA and the First Rail Open Access Operators, Lumo and Hull Trains.

CWA acts as a natural extension to the talented in-house communications experts at Lumo and Hull Trains. Our skills compliment, harmonise and synergise to create a powerful and bold proposition that positions the brands and open access rail at the heart of the community and at the forefront of consumer consciousness. Our joint campaigns are crafted with purpose and meaning. They touch the community and promote long-term rail investment in local people and partnerships. Together we have driven inspirational initiatives highlighting good causes, such as the Poppy Express with Denis Scaife and his wife Barbara, raising more than £25,000. We have prioritised destinations and customer priorities, taking the main focus away from rail and used popular influencers like Traitors star Jack Marriner-Brown to promote key stories such as our North vs South initiative. The story focused on research that highlighted the things people love about the other region. The intelligence and strategy behind this campaign is that to travel between regions people use the train. Thanks to our collaborative approach between client and agency, and with external parties, we achieved national broadcast coverage of our work. Together, we are delivering era defining communications that positions open-access rail as a viable option for rail commuters.