Midland Mainline

The Brief

To use public relations activities to promote Midland Mainline (MML) and its services to passengers and other stakeholders.

The key objectives were to generate positive national and regional media coverage for Midland Mainline; develop and implement initiatives on behalf of MML, and to provide crisis management support as required.

Our Response

Brahm’s team of PR specialists produced and delivered a programme of PR activity designed to promote a positive image of MML at a time when its performance was under scrutiny.

Activities focused on both leisure and business travel, and ranged from a special ‘kids train’ campaign, to ‘day in the life’ features, to promoting MML-managed stations. Brahm also worked with the in-house PR team and parent company National Express Group on the national launch of a new £160 million train fleet, including a press conference and photo-call in central London.

The Results

The value of the media coverage achieved in the first 12 months gave a Return On Investment of more than 450 per cent. The new trains launch was covered extensively in all key national, regional and transport media.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com