Latest News
Rail franchise launch
Cogent Elliott wins advertising launch of new rail franchise
Cogent Elliott has won the task of promoting the launch of a new rail franchise for Arriva Trains.
The services involved were previously operated by Virgin and Central Trains, but following a competition earlier this year, Arriva won the right to operate the new franchise.
It will be promoted under the new brand name CrossCountry, with an entirely fresh corporate identity and proposition.
The CrossCountry network is, geographically, the largest in the country, extending from Penzance to Aberdeen and from Cardiff to Stansted.
The advertising campaign will launch the CrossCountry brand whilst highlighting the journey opportunities available to customers from their local station. Developed in response to research carried out during the bid process, the campaign will educate people about the extent of the network, in relation to where they could go. It will position CrossCountry as an attractive way to travel with an identity all of its own, centred on the service offered rather than the franchise owner.
Cogent Elliott was involved and consulted throughout the bidding process.
Catherine Mason, commercial director of CrossCountry, said: “Cogent Elliott has years of experience in the transport sector and as a result had an in-depth understanding of our communications needs as operator of a new train franchise. To that, they added a degree of creative flair which has resulted in a potent and persuasive campaign.”
The advertising campaign launched on November 19.