Atomic to fire up new strategy for Greater Anglia brands

Train operator Greater Anglia and its subsidiary Stansted Express are overhauling their marketing activity after reappointing integrated creative agency Atomic London to put a new strategy on track.

The agency has worked with the firm for the past five years, and has retained both accounts after a three-way pitch.

Atomic will now aim to build on its work to drive behaviour change among key audiences, improve value-for-money perceptions, and break down barriers to more frequent travel.

As part of the overhaul, the agency will also develop a new brand platform and communications, in an effort to deliver greater emotional impact, build brand awareness, and improve consideration and net promoter scores.

Atomic has also been briefed to drive growth in digital ticket sales, with the first new activity set to launch in Q4.

Greater Anglia head of commercial development David Metherell said: “Continuing on from a highly effective five years of working together in partnership, the entire team is very excited about the future opportunities that Atomic London will bring for both our brands. Our ongoing collaboration promises to deliver exceptional results and growth.”

Atomic London managing director Louise Rudaizky added: “We’re absolutely delighted to have the opportunity to continue our work with Greater Anglia and Stansted Express.

“It’s a testament to the transformational journey we’ve been on together and the strong partnership we’ve built. We’re excited about the future and looking forward to being part of the further evolution of the Greater Anglia brand.”