We told the human story behind the big numbers to win support with communities, engaging them with what ‘growth’ really meant for them.
We led extensive research across the route to understand how audiences felt; about the project, the region and the places they call home, their transport frustrations, and what truly matters to them in their day-to-day lives.
This informed the strategic development of the brand; we made the project tangible and relevant to the communities it serves, delivering detailed messaging frameworks, photoshoots, and campaigns, working on consultations and route updates.
Positioned around connecting local communities to the things that matter to them, this is a railway about improving people’s lives. The result? Significant improvement in sentiment and support.