Client: Hull Trains
Scope: Media and Communications, Live and Virtual Events, Video Production
Understanding the client
CWA has worked with longstanding client partner Hull Trains for many years to create eye-catching campaigns that boost tickets sales and promote the brand locally and across the UK. The railway operator provides long-distance passenger service trains between Hull, Beverley and London King’s Cross.
In 2019, CWA were on hand to help support Hull Trains in welcoming a new fleet of state-of-the-art Hitachi trains. Hull Trains wanted a fresh campaign that would get the public involved, create a buzz, generate positive PR and honour a Hull legend. CWA had just the (train) ticket.
The public response was phenomenal. Thousands of entries were submitted and the extended campaign team were swamped before the naming competition unfortunately had to be put on hold due to the outbreak of coronavirus in 2020.
In 2022, the competition was revisited. A group of Hull Trains colleagues and local VIPs representing community groups, local businesses and the local media were invited to shortlist the names. Hull Trains colleagues helped shorten the list from 50 down to 15 names, and the VIPs helped further shorten the list. The names of four trains were selected by the panel, with a fifth and final name going to a public vote.
Over 2,500 people voted online and the eventual winner, ‘Jean Bishop – The Bee Lady’, received more than half of the votes. She was an adored Hull resident who spent 30 years fundraising in her hometown and raised more than £125,000 for Age UK Hull, dressed as a bumblebee.
People reached via press coverage
Social media interactions
PR stories created and shared