Celebrating a landmark moment for Hull Trains
In a growing online world, events are one of the few opportunities we have to truly engage in face to face communications, and in businesses where the majority of the staff are customer-facing, a human touch point with senior team can be as little as once a year. Hull Trains is no exception. The majority of its organisation is made up of on-board crews who run its 92 services between Hull and London seven days a week. When the business reached one of the biggest milestones in its twenty-year history – a £60 million pound investment in a new fleet of trains – it was fitting to organise a celebration event.
The black-tie event was a fitting way to thank the staff who had worked tirelessly behind the scenes to bring the new trains into service. Partners, suppliers and stakeholders who had supported Hull Trains on its journey were also invited to the event. Reinstalling a sense of pride in the business was a key focus.
CWA created an emotive video showcasing the team’s key achievements and kick-starting a wider campaign fostering the excitement surrounding these new trains and the new beginning. CWA organised all behind the scenes logistics from venue booking, food and drink choices, delegate invitations, preparing music and video assets, auction and entertainment planning. A dedicated events team on the night delivered the running order minute by minute, keeping the guests entertained throughout the evening.
The landmark event kick-started a multi-channel campaign to launch the five state-of-the-art-trains into passenger service, featuring a combination of social media and PR support, branding and design, video production and digital services. This includes the implementation of a 360-degree immersive tour of one of Hull Trains’ new Paragon fleet and the successful press event, which garnered great media coverage. The campaign is an important moment for the brand, and we’re excited to be a part of it.