The aim of the brand refresh was to establish a “stronger identity for the brand and deeper engagement with the passengers and communities they serve.”
It is backed by a campaign entitled “Trains on the outside. People on the inside” which will run across print, radio, online, social, OOH and 3 regional television commercials.
“We’ve recently announced that our franchise will be continuing to at least March 2018 and as part of that, we’re investing around £13 million in a package of customer improvements,” explained Kate Squires, group marketing manager at East Midlands Trains.
“It’s really important to us that our customers know how much we value them and the ways in which we can make their travelling experience a whole lot more enjoyable. We have some great people at East Midlands Trains, and by working with M&C Saatchi, we’ve managed to get across some important messages about our people and the service we offer to our customers.”
M&C Saatchi worked with LIDA and Blue449 on the campaign, which focuses on a “customer service-led” approach and animated real-life stories.
“As so many of us would agree, a great day should start with a great train journey, and with East Midlands Trains this is often the case,” said Matt Hennell, senior account director at M&C Saatchi.
“With this relaunch we wanted to encapsulate this while bringing to life the friendly characteristics of the East Midlands Trains brand and service. Having heard so many of the warming experiences people have had with this service, it was hard to single out which to focus on. But these three stories stood out, each having a particularly warm and human aspect to them.”