East Midlands flags up train delays

East Midlands Trains is launching a direct marketing campaign to try to pre-empt passenger complaints over major re-signalling work due to take place at Nottingham station over the summer.
The poster and digital campaign, devised by Lida, is aimed at helping passengers avoid major disruption to their journey and kicks-off with emails sent to East Midlands Trains customers.
An outdoor advertising campaign will follow, and will see posters featuring characters designed by rising US illustrator star Andy Rementer, run across the East Midlands Trains network. Leaflets and further online collateral will also follow as the upgrade date draws nearer.
The campaign is designed to reassure customers that the East Midlands Trains is doing all it can to help them plan stress-free journeys while the signalling upgrade is being carried out.
East Midlands Trains marketing manager Lucy Cameron said: “This is a major piece of work that will impact on all passengers travelling to and from Nottingham over the summer. Therefore it was important to create a passenger information campaign that delivered honest, informative detail about what our passengers could expect at the same time as being eye-catching and standing out from the rest of the information we have on display at our stations.”
Lida executive creative director Nicky Bullard added: “Commuters are half asleep most of the time. So we needed an attention-grabbing idea and execution to alert them of the changes to their station. We commissioned the fantastic illustrator Andy Rementer to bring our characters and their quirky train track features to life in both an arresting and charming way.”