Hull Trains: A PR strategy to reflect a new era of excellence

Client: Hull Trains

Scope: Research & Strategy, Media & Communications

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.

Gathering insights and expertise

Hull Trains is a well-established brand, but one that needed a fresh start following recent negative press around their aging trains. The company’s investment in five state-of-the-art Hitachi trains and overhauling its existing services represented a new dawn for the brand. As a result, Hull Trains needed a robust public relations and targeted multi-channel campaign to ensure positive coverage across major media outlets to communicate this to the region. The objective was to shift the narrative around Hull Trains and create an exciting buzz around the company, establishing Hull Trains once again as a leading industry service provider.

Collaborating to meet objectives

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.

Delivering added-value results

CWA was pivotal in the successful launch and celebration of the £60 million investment Hull Trains made into their fleet and in communicating this to the region. The collaboration between CWA and Hull Trains resulted in much-needed positive PR that has helped redefine the brand and once again establish the company as a leading transport provider.

CWA’s robust PR campaign resulted in more than 30 positive stories for Hull Trains, including a segment on BBC Look North, featured in print, online and broadcast media following the press event, reaching an audience of more than 5 million people.