PR Campaign of the year
a two-pronged strategy: focusing consumer work around activities at St Pancras International and then, corporately, focusing on performance standards, safety and efficiency of the high-speed line.
TRANSLINK (TRANSLINK ENTERPRISE)
CrossCountry Translink Media Incident TfL London Rail
The flagship Enterprise service operating between Belfast and Dublin is jointly operated by Translink NI Railways and Iarnród Éireann (Irish Rail). Last year Enterprise rail services were disrupted due to a serious incident in which a 20-metre section of viaduct collapsed across the Broadmeadow estuary, resulting in closure of a line for approximately three months. An integrated communications strategy was developed and implemented to manage the initial crisis, communicate interim arrangements and to promote the reopening. The campaign aimed to mitigate the effects of this potentially fatal incident, and to re-establish passenger confidence in the service and infrastructure.
TRANSLINK (RAIL SAFETY) The safety of customers, employees and the general public is top priority for Translink NI Railways, and as such is one of the company’s core objectives. While the number of injuries and fatalities
Nexus CROSSCOUNTRY
Every year CrossCountry trains carry thousands of racegoers to the Cheltenham National Hunt Festival with extra dedicated services from various locations across Britain.
CrossCountry’s communications team were tasked with helping to drive people’s awareness of CrossCountry’s usual and extra dedicated train services operating to Cheltenham throughout the week of the Cheltenham Festival (15 to 19 March 2010). They aimed to create conversation about CrossCountry on the lead up to, and during, the festival.
TFL LONDON RAIL
The London Overground line from Dalston Junction to West Croydon – the extended East London Line (ELL) – opened for a full service on 23 May 2010. The PR plan ran from the inception of the project, up to the opening and beyond, to drive awareness and promote the key messages of quicker,
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cheaper and new journey options. PR activity was supported by concurrent marketing and customer information activity, with integrated planning allowing these three strands to complement and reinforce each other. The opening received large amounts of positive media coverage including broadcast, press and online. Ridership has grown significantly since opening day and research shows a high level of awareness of the line.
LONDON COMMUNICATIONS AGENCY
Over the last 12 months, the London Communications Agency, on behalf of HS1 Ltd, has implemented a communications strategy with the over-arching objective of enhancing the value and reputation of High Speed 1 Ltd’s assets, which includes the UK’s first high-speed railway line and St Pancras International. The spotlight was on HS1 Ltd this year
as its assets have been the subject of a government asset sale. The team developed
on train lines are thankfully minimal, a high profile public safety campaign is part of Translink’s drive to maintain high safety standards and stimulate general public awareness of the dangers that can be caused by misuse or complacency.
Creative safety information campaigns
were developed to continue to capture the imagination and, in particular, to target and appeal to two key high risk audiences – young people and the agricultural community.
NORTHERN RAIL The Northern Rail 24 Hour Music Challenge was a creative PR campaign to highlight Northern’s community involvement initiative and musical talent search – NorthernTrax – as well as the environmental benefits of travelling by train. Northern Rail worked with talented young musician and NorthernTrax winner, Tensheds, who set out to play eight gigs in eight cities within the Northern network in just one day, travelling only by a Northern train. A charity collection took place, with all proceeds going to its chosen charity, The Railway Children. The challenge was incredibly cost-effective, providing a return on
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