Client: Hull Trains
Scope: Strategy and PR
Understanding the client
Hull Trains is an open-access railway operator that keeps the residents of the city of Hull connected by operating long-distance passenger services between Hull, Beverley, and London King’s Cross.
Just like CWA, Hull Trains is all about putting its customers first. The company recently invested £60 million in their fleet, providing Hull residents and commuters into the region with an elevated service offering.
We worked closely with the team at Hull Trains to set out objectives, identify challenges and plan a multi-pronged PR campaign. CWA’s proposal built on the strong bond between Hull Trains, the City of Hull, and the local community. We enlisted Hull Trains staff to help showcase the new fleet of trains, which manifested in multiple launch events for the staff, press and city stakeholders.
We organised a gala event to thank the staff who had worked tirelessly behind the scenes to bring the new trains into service. The evening Gala Dinner brought together partners, key suppliers, the founders of Hull Trains, and many stakeholders supporting Hull Trains on its journey.
The landmark event kick-started a multi-channel campaign to launch the state-of-the-art Paragon Fleet into passenger service, beginning with an official Press Launch where key media and stakeholders were invited to get the first look at the new trains.
As well as exclusive press tours of a new Paragon train and a chance to speak to the people who had been instrumental in introducing the Paragon fleet, press packs were distributed and media interviews were arranged.
News positive stories
Investment promoted across print, digital, and broadcast