The&Partnership Manchester has been named as the creative agency for transport company TransPennine Express (TPE).
The marketing agency has been tasked with growing the brand and developing a launch campaign for the Transpennine Route Upgrade (TRU), a significant infrastructure project on behalf of Northern, Network Rail, TPE and The Department for Transport.
The new role will see The&Partnership Manchester focusing on building customer trust and confidence in the train company while also supporting marketing and brand strategy for TRU, generating awareness of the project and positioning the long-term benefits of these works.
Multimedia marketing campaign ‘On track to Better’ will be kicking off the partnership, which recently launched across digital, TV, radio, digital billboards, display, social, PPC and in-station advertising. It is the first campaign to promote the £multi-billion programme
At the heart of the campaign is a stop-motion animation advert, written by Emily Beech, art directed by Faye Gibbon and produced by Emma Stocks. The model world was brought to life by director, Tom O’Meara at Passion Pictures, delivering a complete digital, social and OOH campaign.
“We’re delighted to have chosen The&Partnership Manchester as our partner for both TransPennine Express and the Transpennine Route Upgrade marketing,” said TransPennine Express head of marketing Caroline Anchor.
“We wanted an agency that understood our industry, our geography, and audiences that the railway serves and in T&P Manchester, we have a partner that can help us deliver both a strategy to grow our brand and, launch the longer-term benefits of TRU, a significant infrastructure project for the region.”
The&Partnership Manchester group managing director Mark Newnes said he was “absolutely thrilled” to be working on the account.
“TransPennine Express plays a significant role in serving communities across a vast area of England and Scotland and we’re honoured to be a partner in growing the brand and meeting changing customer demand.”
Speaking specifically about the TRU project, creative director Andy Bunday said he is “delighted” to begin the working relationship by delivering “a distinctive and beautifully crafted campaign with a bold and positive vision for the future”.
