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McCann Birmingham

12,388 followers

3mo

How do you create human connection across three nations? From little suburbs to large metropolises, CrossCountry Trains serves a lot of different people all on different journeys. So, when it was time for a new brand platform, they needed to get it right. For the latest episode of The Brief, we're joined by David Mullins, Colette Casey, Vince McSweeney and Haydn Russell to hear more about the challenges, successes, lessons and future plans for 'Take Us On Your Journey' Listen here 👇 Spotify: https://spoti.fi/4cxDg3q Amazon Music: https://amzn.to/4cWLD8E Apple podcasts: https://apple.co/46gVLah #TheBriefPodcast #TruthWellTold

Transcript

We're a big operator and we do the three nations. So we, you know, if we go from Plymouth all the way up to Aberdeen, Bristol, all the way across to Stansted, so we cross those three nations, you've got lots of different dialects and communities within communities. So we take us on your journey. What was so important about it was that it allowed us to have the scope to be almost like a blank canvas every time because before we were we go, we were a very destination. Their brand. And you know, Vince has just said, you know, you don't choose your operator, your operator. Chooses you so once you start to dissect it and understand that we've got three nations we've got north-south divide, we've got Celtic countries, we've got big metropolises little suburbs you start to really understand what makes cross country special then you bring our people into it and and I think the one thing that I think Colette and I can vouch for is the railway industry can be a very tough industry to work in you know you only have to read the news over the last sort of two to three years to understand where customer confidence is with it so if we're going to go out with the brand platform. Takes on your journey. It needs to be credible. We need to believe in it. And I think that's the important thing that from launch through to where we are now and the next evolution of it, we all believe in it. So that wherever I go now within the business, you know, I see those balloons in depots, the scarf round and the Angel of the North and we see that vibrant colour palette. So I think it really gives us that opportunity to yeah, to be really credible. And I think we can look ourselves in the mirror and go yeah, we're not stitching ourselves up for anything other than success when we talk about our brilliant basics.

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