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

Our communications strategy focused on two pillars – cheaper and greener. Everything we did was focused on these two simple messages – to demonstrate Lumo’s environmental advantages compared to flying, and its cost advantages for consumers when compared to competing air operators or petrol costs.

We worked with the Lumo team to develop a full suite of brand tools including narrative, messaging, and tone of voice. Before we pre-launched the brand to media and politicians via our always-on press office, which developed a consisted drumbeat of coverage for Lumo, utilising a calendar of key political dates and regional and national media outreach. This helped raise awareness of the new service, introduced the brand to consumers, generated support from political stakeholders, and communicated the core messages of environmentally-friendly travel at an unbeatable price-point. This drove pre-launch ticket sales and ensured that a buzz was built around the brand and service before the first trains departed London and Edinburgh.

On launch day, we undertook a full-on multimedia blitz. This involved hosting media and politicians on a special inaugural Lumo journey to experience the new service. Celebrities and influencers, including Lumo’s Diversity & Inclusion Ambassador, Harvey Price, were invited to trial the service and tell their fans about the experience. This was underpinned by a fully managed social media, content, and customer service suite, ensuring that customer queries and media enquiries were handled in real time, and that hours of engaging content were produced on the day, showing potential customers the smooth, convenient reality of a journey by Lumo. We even created a 360-degree virtual reality train tour for political and media audiences who couldn’t make it on the day, bringing the Lumo experience to all target audiences in hi-tech style.