Challenge
With Stagecoach taking over a large UK rail franchise from the well-respected Midland Mainline in late 2007 – ushering in the era of the Super TOC – our task was to communicate and smoothly manage the transition.
Solution
The first step was to come up with a name for the new TOC that reflected the brand attributes of one of Stagecoach's other rail companies, South West Trains. Thus East Midlands Trains was born, and an integrated initiative created that would encompass the branding, the launch and subsequent promotional activity. The overall aim was to make sure existing and potential customers were fully informed of the transition, allaying any concerns and overcoming any resistance. However, care had to be taken not to oversell the new TOC, since day-to-day service (train schedules, station staff etc.) would remain essentially the same.
Results
Our campaign ensured a fluid transition between franchises. Standards were maintained both internally and operationally, with staff fully briefed on the attendant changes and all legal requirements fulfilled. The new franchise also succeeded in meeting the expectations of customers, which has been reflected in the constancy of passenger numbers.