Lumo

How do you launch a firm in a Pandemic?

The Challenge

How do you get people talking about a new, sustainable train operator?

Grayling was tasked with working with Lumo to build its consumer-facing brand proposition, introducing the new company to government, stakeholders and passengers, establishing and running its external and internal communications channels, and helping to ensure the best-possible ticket sales in the lead-up to launch. All of this was on top of demonstrating to political stakeholders that this sort of project is the future of delivering on-target, on-budget rail projects which are fit for passengers and the planet.

The Solution

A truly integrated, 360-degree communications campaign, which left nothing to chance.

We developed a strategy to position Lumo, the UK’s first electric train service, against domestic air travel. To do this and launch with no above the line advertising, we focused on an integrated organic approach, aligning public affairs, PR and social. We developed an organic-first social strategy, with integrated customer-service at its heart, including the brand’s social media playbook, TOVs, VisID and influencer strategy.

Our communications strategy focused on two pillars – cheaper and greener. We worked with the Lumo team to develop narrative, messaging, and tone of voice ahead of their launch to ensure they successful arrival in the industry. We also introduced them to government, opposition, sector stakeholders and passengers pre, during and post launch, and helped them to grow the business.

The Results

The launch activity engaged 150 politicians from five parties. Within two years, Lumo has carried two million passengers and has contributed to significant modal shift between air and rail. Through brokering cross-party support, we helped the client achieve its objective – securing a commitment from Labour to keep Open Access on the UK Railways.

3m+

Social media impressions from a standing start, with organic social driving 18,000 web hits in the first year.

20k+

followers

10.7k

Purely organic clicks