Lumo

Launching Lumo, the UK’s newest low-cost, low-carbon rail firm

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.