Client
First TransPennine Express
Sector
Transport
Business
Rail Operator
Objective
To raise awareness of the company’s £250m fleet of new trains and educate staff of the benefits this investment would bring to customers - all through the drip feed of targeted and varied information to employees, over a 12-month period.
Activity
Following a review of existing company communication material and extensive employee research, mhd proposed a light hearted and creative campaign to educate staff of ‘end user’ benefits. Using a fun, competition based format to generate initial buy-in, employees were given the added incentive of competing for on-going prizes and an all expenses paid trip to the World Cup Finals in Germany 2006. The activity comprised a series of postcards, adverts in company publications, posters and commemorative memorabilia.
Results
The campaign was judged a resounding success, with 63% of the company’s 1000 strong workforce entering at least one of the bi-monthly competitions and 48% entering all five. mhd worked not only with First TransPennine Express, but also engaged the support and participation of Siemens, who supplied valuable research material and the once-in-a-lifetime trip to the World Cup Finals. Created with a relatively modest £50k budget, this year-long campaign was nominated for ‘Internal Communications Programme of the Year’ at the National Rail Awards and has subsequently resulted in a seamless introduction of the new Pennine Class 185 onto the First TransPennine Express network.
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