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TransPennine Express arrives at Manchester agency


The&Partnership Manchester has been appointed as creative agency of record for TransPennine Express and the Transpennine Route Upgrade.

The Manchester agency won the jointly held pitch to work on the TPE brand and develop a launch campaign for the route upgrade (TRU), a major infrastructure project on behalf of Northern, Network Rail, TPE and The Department for Transport.

“We wanted an agency that understood our industry, our geography, and audiences that the railway serves and in T&P Manchester, we have a partner that can help us deliver both a strategy to grow our brand and, launch the longer-term benefits of TRU, a significant infrastructure project for the region,” explained Caroline Anchor, Head of Marketing, TransPennine Express.

The&Partnership Manchester will focus on building customer trust and confidence in travelling with the train company. It will work to “firmly position” TPE as the intercity operator for the North and into Scotland.

For the route upgrade, it will carry out marketing and brand strategy to generate awareness of what’s happening and the long-term benefits.

Its first multimedia campaign is “On track to Better” which is running across digital, TV, radio, digital billboards, display, social, PPC and in-station advertising.

 “We’re absolutely thrilled to be working with TransPennine Express and on the Transpennine Route Upgrade,” said Mark Newnes, Group Managing Director, The&Partnership Manchester.

“TransPennine Express plays a significant role in serving communities across a vast area of England and Scotland and we’re honoured to be a partner in growing the brand and meeting changing customer demand. Likewise, the Transpennine Route Upgrade represents a vital improvement of services, on which customers and business are deeply reliant, so communicating the benefits of the upgrade are of universal relevance.”

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