Can Impero makes us love West Midlands Trains?

West Midlands Trains, which you probably haven’t heard of unless you live there, is setting out on the bold task of becoming “the UK’s most loved train company.” This is setting the bar either very high or low: does anyone love the UK’s trains at all?

But train use in the UK is growing despite well-advertised problems with network, punctuality and price. Not helped by the smorgasbord of train operating companies, of which West Midlands operates in the region centred on Birmingham. It also runs London Northwestern Railway which connects London’s Euston station with Birmingham New Street and Liverpool Lime Street. West Midlands says it is investing £1bn in refurbished rolling stock and stations and better customer support.

The agency on the case is Impero which has an office in Buenos Aires as well as London and whose clients include General Mills, Lindt & Sprungli, Pernod Ricard and Party Casino as well as West Midlands. West Midlands Trains, UGG and For Goodness Shakes. Its aim is to create two distinct new personalities for the London Northwestern and West Midlands Railway brands – stripping out corporate jargon and bringing a human touch to the two brands.

So here’s one of a number of perky videos for London Northwestern.

And some digital Out of Home for West Midlands.

West Midlands head of sales & marketing Penny Allen says: “We’re investing £1bn into our services, so we have a lot to shout about. Passengers will soon be able to get direct services to even more destinations and will be able to travel on new trains across our network from 2021.

“These new straight-talking, honest campaigns speak directly to our customers, whether they’re seasoned commuters or weekend leisure travellers. More and more people are choosing to travel by train, and with capacity across our network set to increase by 25 per cent, there has never been a better time to show people why they should travel with us.”

MAA creative scale: tricky, there’s a lot of it. But enterprising – 8.

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