Campaign details

Brand: East Midlands Trains
Agency: Tin Man

Summary

Drive fame and consideration for East Midlands Trains whilst promoting its key business offerings (Mobile Tickets, Lost Property Service) before the end of its franchise agreement. Tin Man's creative approach was mass-appeal and the results were phenomenal:

  • 379 pieces of coverage including 17 nationals and 46 regionals in the East Midlands area
  • Good Morning Britain and BBC Radio4 You&Yours coverage
  • Social engagement from Gary Lineker during the World Cup
  • Use of mobile tickets shot up by 31%
  • 56% would purchase mobile tickets in the future
  • 81% more likely to use an East Midlands Trains service post-campaign

The Brief

East Midlands Trains (EMT) is one of the country's best performing train operators. However, with its current franchise due to end in August 2019, we needed to create impact and positive consumer engagement for the brand plus promote a series of service improvements being delivered across the network, ultimately, with a view to extending the franchise when the time comes.