Making tracks on the mobilisation campaign for Abellio's latest rail franchise win

Fresh on the back of being confirmed as the new operator of the East Midlands rail franchise by the Department for Transport, Abellio wasted no time in awarding Laws of Attraction the job of branding and marketing their mobilisation campaign for staff and stakeholders.

Following the success of our work for West Midlands Trains, this will be our second consecutive mobilisation campaign for Abellio, which further strengthens our relationship with one of the UK’s largest transport operating groups.

Our relationship memory model will form the backbone of our strategy, enabling us to create inspiring communications that build trust between Abellio’s mobilisation team and all the people that already work for the franchise.

Dominic Booth, Managing Director of Abellio UK, said: 

“Abellio is pleased and proud to have been confirmed as Franchisee for the East Midlands Railway. We’re looking forward to working with the East Midlands Trains management and the frontline team who have laid such excellent foundations for us to build on to deliver the vision developed with local people and stakeholders.”

We have initially been briefed to create two videos which will blend animation with live action to give Abellio’s vision for the future of East Midlands Trains an emotive, engaging and motivating narrative.

We will also be designing an illustrated bus wrap and supporting internal communications collateral for a mobilisation roadshow that will visit many of the key locations covered by the East Midlands rail franchise.

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