East Midlands Railway (EMR) is embarking on a new chapter in its branding journey, partnering with McCann Birmingham to bring its beloved brand character, Miles, to life in a fresh and exciting way. This strategic alliance, born from a competitive pitch process, signifies a commitment to creativity and innovation in the transportation sector.
McCann Birmingham, a familiar face in EMR’s roster since 2022, previously developed the Luton Airport Express sub-brand. Having reviewed its creative framework earlier this year, EMR selected McCann as one of five agencies to be part of its roster. This dynamic collaboration will see the launch of a multi-platform campaign later this year, targeting both leisure travelers and daily commuters.
This comprehensive campaign will leverage a diverse range of channels, including television, radio, out-of-home advertising, and various online platforms. The goal is to capture the attention of a wide audience, generating excitement and engagement for EMR’s services.
The head of revenue and marketing at EMR expressed enthusiasm for this collaboration, highlighting the strategic vision behind the partnership. The campaign is part of a larger effort to evolve Miles, first introduced four years ago, into a more engaging and memorable brand character. The agency’s creative approach, characterized by strategic insights and originality, secured them the second award on EMR’s creative framework.
The managing director of McCann Birmingham expressed excitement about continuing their long-standing relationship with EMR. They aim to bring a bold and fresh perspective to Miles’ adventures, promising a dynamic and captivating campaign. The creative director at McCann highlighted the project’s immense creative potential, describing the process of bringing Miles to life as enjoyable and rewarding. This enthusiasm points to a campaign filled with energy and originality.
This new campaign has the potential to reshape the travel industry landscape. By targeting both leisure travelers and commuters, EMR aims to broaden its appeal and connect with a wider audience. This strategic move is expected to solidify EMR’s market position and attract a diverse range of passengers.
For travelers, the new campaign promises a more engaging and relatable brand experience. The multi-channel approach, incorporating television, radio, and digital media, will ensure widespread reach, potentially boosting brand visibility and passenger engagement. This emphasis on creative storytelling and character development mirrors a growing trend in the travel industry, where brands are seeking to create more dynamic and memorable marketing strategies.
On a global scale, this initiative underscores the significance of innovative branding and marketing in the transportation sector. Transportation providers like EMR are embracing creative and engaging approaches, setting new benchmarks for industry practices. This shift is influencing how brands connect with passengers and stand out in a highly competitive market.
East Midlands Railway’s new campaign with McCann Birmingham aims to reinvigorate its brand character, Miles, through innovative marketing, potentially enhancing passenger engagement and shaping industry standards. The collaboration promises a captivating journey for both EMR and its passengers.
