| Philosophy | Impero will unveil two distinct new personalities for the London Northwestern and West Midlands Railway brands – stripping out corporate jargon, bringing humanity to the two brands, and aiming to win the love and respect of the communities they serve. Previous work for the brands has been predominantly price-led, but the new campaign will bring to life the great connections, improvedservices, new and refurbished trains and stations and outstanding customer support on offer at London Northwestern and West Midlands Railway – targeting the hearts and minds of customers across the UK. Signalling the first major marketing activity since West Midlands Trains took on the LNR and WMR franchises in 2017, ‘The Investment Programme’ aims to improve customer services, grow sales and set services apart from the competition. Impero will present West Midlands Trains as the straight-talking train company: a human brand which talks the same language as its customers: direct, honest and devoid of corporate gobbledygook. For West Midlands Railway – a network spanning Birmingham, Shrewsbury, Wolverhampton, Hereford and Stratford-upon-Avon – Impero will create an earnest, honest campaign positioning the network as the railway brand for the community. The work will bring to life how WMR exists to serve the people of the West Midlands. For London Northwestern Railway, meanwhile, which connects London Euston with Liverpool Lime Street and Birmingham New Street, Impero has created an iconic new train brand, with a straight-up, says-it-like-it-is challenger campaign aimed at taking on some of the UK’s biggest existing players. Targeting commuters and leisure travellers alike, the LNR campaign will use frank but funny activations and fresh, smart creative aimed at savvy travellers looking, above all else, for a train company to be straight with them. |
