Monday, September 16, 2024 Europe’s East Midlands Railway (EMR) has reportedly engaged McCann Birmingham to lead a new adventure for its brand character, Miles. This strategic partnership emerged from a competitive pitch in which McCann demonstrated exceptional creative capabilities and strategic insight. Creative Collaboration and Campaign Launch Sources indicate that McCann Birmingham, which has been a part of EMR’s roster since 2022, previously developed the Luton Airport Express sub-brand.
After reviewing its creative framework earlier in the year, EMR selected McCann as one of five creative agencies to be part of its roster. The upcoming campaign, slated for launch later this year, aims to target both leisure travelers and daily commuters. This multi-platform campaign will be featured across television, radio, out-of-home (OOH) advertising, and various online channels.
Strategic Vision and Future Prospects The head of revenue and marketing at EMR has expressed enthusiasm about the collaboration with McCann Birmingham. The partnership follows a recent competitive pitch for the 2024 campaign and is part of a broader effort to advance the brand character, Miles, which was first introduced four years ago. EMR’s goal is to continue evolving its brand narrative, making it more engaging and memorable.
McCann’s approach, marked by strategic insights and creative originality, was instrumental in securing the second award on EMR’s creative framework. McCann Birmingham’.