Moving things on for a new railway
East West Rail is a nationally significant infrastructure project that will connect towns and cities from Oxford to Cambridge. Intersecting with all major north-south rail lines, it promises to transform the region and the lives of those who live and work there. As a politically sensitive project run by an arm’s-length body of the Department for Transport, the challenge was cutting through the negativity to get people to understand what the project meant for them. We needed to allay fears while understanding the silent majority whose lives would be genuinely improved.
The region accounts for a disproportionate share of England’s economic output with greater productivity and more patent applications. But the area is let down by a lack of connectivity. Growth is constrained around the globally recognised Oxford and Cambridge, and some towns feel left behind. EWR could unlock growth worth over £100 billion in gross value added every year by 2050, generating fairer growth.
We needed to tell the human story behind the big numbers to win support with communities. As well as speak to Whitehall.
We ran extensive research across the region 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.
The brand is positioned around connecting local communities – to each other and the things that matter. Jobs, homes, loved ones, days out, culture – across the region and the UK, this is a railway about improving people’s lives.
We evolved the brand identity and messaging, content, campaigns and consultation materials, making the project tangible and relevant to communities, improving sentiment and winning support.
The result? Significant improvement in sentiment and support.
