TransPennine Express, Where Next?
Working alongside Engine agencies WCRS, Mischief and Partners Andrews Aldridge, this fully integrated campaign was launched in Leeds town centre with a giant art installation illuminated by national social interactivity to illustrate the TransPennine Express as a brand going places, for people that are going places.
Our creative process
Position TransPennine Express as a catalyst that will grow people, places and ideas across the towns and cities it serves.
'Where Next?' is a cross channel platform designed to excite customers about the improvements and innovation coming; a way to invite people to think where their next trip, for business or pleasure, could take them. Illustrating TransPennine Express' commitment to taking the towns and cities it serves further by connecting and championing people, places and ideas.
We installed a giant 'North Star' in Millennium Square Leeds, designed by local neon artist Julia Bickerstaff as a physical expression of the new 'Where Next?' platform.
The giant illuminated art installation was built overnight and interrupted commuters on their way into work by appearing to have crash-landed in the busy city centre location. Provoking media and consumers to stop and take pictures, the colourful sculpture quickly became a talking point across the country.
Working with a WCRS-led social team (who are also handling the wider social strategy), the North Star shone brighter every time someone shared the #WhereNext hashtag on social media, alongside an individual’s wish for their town or city.
The North Star installation achieved over 17 pieces of coverage including The Independent and The Times with a total reach of over 100 million. Social media conversations had a reach of over 2 million, which included people sharing their #WhereNext wishes.
“Our new campaign is designed for a brand that's going places but we're not just on a journey to transform a train service. We're on a journey to connect the people and places that we serve too, helping more ideas happen and more businesses grow. As well as delivering £500 million of investment over the next few years to transform the service, we'll be working with brilliant people from across our network, championing up and coming talent and showcasing exciting things to do and see."/ Victoria Tomlinson, Head of Marketing, First Rail Bid Team at First Group