Network Rail are on the road to becoming a company that is on the side of passengers and freight users. A company that is easy to engage with, an efficient and dependable partner; a company people are proud to work for, and instinctively recognised as an industry leader. In 2019 they launched a Putting Passengers First campaign to communicate all they were doing to improve the travel experience.
Having successfully ran the first wave of their nationwide campaign ‘Putting Passengers First’, Network Rail needed our help to launch the second wave of the campaign. We needed to ensure that even though the messaging was the same as before, the impact of the launch needed to be stronger as ever.
The first wave of the campaign used stock library imagery so to take it to the next level we wanted the key visuals to feel as ‘real’ as possible. We appointed a diverse range of models to make up a true representation of the UK and cover a series of travel scenarios. We also made the decision to remove the stereotypical Southern station backdrop like London Kings Cross. Instead, we based our visuals on an unassuming Northern train station that was relatable to a much wider cross section of the UK; Leeds.
The second wave of the campaign is currently going live across the nation, shown clearly in OOH billboards and digital screens within each Network Rail managed station. From brief-taking, project planning and overseeing throughout, we delighted the client in our approach as much as our creative output. Due to the authentic feel of the visuals, the feedback has already been fantastic.
“The service we have received has been great since Anne took over the account management of our project. I know exactly when to expect things, she is very clear about what we can expect and when we can expect it.”
