Podcast - Creating connections: how CrossCountry is bringing the human touch to rail
Published on 12th July 2024CrossCountry is all about putting the human touch back into train travel - but as Britain's most extensive network, how do you create connection at scale and with so many different people and communities?
Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most extensive train network got to work building a new brand platform and launching an emotional film. But what have they learnt from it, what was the impact, and what’s next for CrossCountry?
For this episode, we’re joined by Colette Casey, Customer and Commercial Director, and David Mullins, Head of Brand, Communications and Digital Strategy at CrossCountry, along with Vince McSweeney, Chief Creative Officer, and Haydn Russell, Associate Director at McCann Central.
What we cover in this episode
- The story behind the brand platform, ‘Take Us On Your Journey’
- The importance of bringing the human touch to rail
- How the platform was brought to life creatively
- Navigating industry challenges whilst launching a new brand platform
- The importance and impact of fluency and distinctiveness
- Why an advertising agency helped design a new look for trains
- What’s next for CrossCountry
Click the links below to listen.
