Award-winning agency CWA has been appointed by the leading open access rail operator Lumo to further enhance awareness about its popular, sustainable and affordable services.
The collaboration will focus on the innovative service that Lumo provides for customers between Edinburgh, Newcastle and London on the East Coast. Lumo is set to launch a new route between Stirling and London in 2026.
The news comes as CWA, a full-service agency that operates internationally, celebrates its 60th anniversary. CWA has also supported Hull Trains, Lumo’s sister open access operator for many years, with the team helping to achieve record results.
The expert team at CWA, which features a former BBC journalist and industry experts with decades of experience, will handle media relations and support with strategy and creative campaigns for Lumo.
The partnership between CWA and Lumo is already proving successful, with the company achieving record-breaking results within the first month of working together. Eye-catching stories have included broadcaster Rylan launching a new ‘Lumo Smurfs train’ to promote the new movie, as well as a story on the ‘North South divide’ being a thing of the past, which featured in national press as well as on TV news channels and programmes including This Morning.
Richard Salkeld, Head of Communications and Partnerships at Lumo, said: “I’m excited to be welcoming CWA onboard Lumo to support us with spreading the word about the brilliant, open-access service we offer which is valued by both our customers and communities. CWA’s expert team have played a key part in our revolutionised PR results at Hull Trains and I’m looking forward to the team bringing their innovative and dynamic approach to Lumo.
“It’s also great to be working with a company that shares our values of sustainability and supporting local communities.”
Nicola Adams, Managing Director at CWA, said: “We’re really proud to be working with Lumo, a business that aligns perfectly with our own values which are centred upon collaboration and creativity. Lumo is a very exciting business, with an innovative approach to sustainability and offering affordable travel for all.
“This new partnership builds on the success that we’ve seen in elevating the profile of Hull Trains. We look forward to working with both operators to tell their story to the people that matter.”
CWA has helped Hull Trains secure numerous awards including Communicate Lens Awards, Corporate Content Awards and National Rail Awards recently. The operator is also shortlisted in a range of award ceremonies due to be held in the coming months.
