Rail Business Awards 2010 Preview


investment of 23:1. It also achieved excellent media coverage across a large proportion of the network.


NEXUS Nexus devised a three-year campaign supporting its bid to win £580m funding for modernisation and operation of the Tyne and Wear Metro. The campaign was fundamental to the bid, promoting benefits and countering opposition to outsourcing. It helped achieve success, despite change of government and severe public spending cuts. Nexus targeted national politicians from all


parties and recruited regional business leaders, opinion formers, passengers and the public to show a tidal wave of support for its ambitious plans. It won the largest single investment in transport the north east of England had ever seen.


LONDON MIDLAND (MOST IMPROVED OPERATOR) London Midland created positive PR and engaged with the talent in its local community to steer communications in a new direction.


It was able to run a campaign that cost almost nothing, brightened up its station environment and generated positive press, as well as providing a platform for creative work to be enjoyed by millions of passengers. In the process, London Midland transformed itself into ‘the most improved operator for overall customer satisfaction’ (Passenger Focus’ National Passenger Survey). The collaboration between Birmingham


City University and London Midland was central to its strategy of improving passengers’ perception and its reputation.


LONDON MIDLAND (SOCIAL MEDIA)


In 2009, London Midland was suffering the effects of poor customer satisfaction and declining passenger advocacy, following a period of unreliability on its routes into London. While train punctuality quickly recovered,


satisfaction and advocacy lagged behind. In an economic and competitive environment where only the fittest would survive, a sustained PR campaign was needed to change perceptions and get people talking positively about London Midland.


By engaging with the social media tool


Twitter, London Midland created a whole new personality that not only changed people’s perceptions of the brand, but set new standards in customer service for the entire rail industry.


Northern Rail London Communications Agency London Midland


London Midland Social Media


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