EMR Connect’s Miles
The fabulous brand activation campaign for EMR’s Miles mascot saw sculptures installed in all major EMR stations, and attention-grabbing marketing across TV and digital. The next steps were to launch the ‘Connect’ version of the Miles sculptures. During Phase 1 of the campaign, sculptures were installed at Sheffield, Chesterfield, Derby, Nottingham, East Midlands Parkway, and Leicester stations. Now, you can find a greener version of Miles at Corby, Kettering and Wellingborough! All in celebration of their new electric EMR Connect service.
The all-electric Class 360 EMR service is now operating between Corby and London St Pancras. We worked collaboratively with EMR and a talented team of sculptors to bring our 3D render of Miles to life, exploring exciting ways to make the sculptures more sustainable as EMR makes efforts towards a greener future. We gave careful consideration to ways we could bring sustainable materials into the design of the sculptures, and settled with a revised plinth design that turns Miles into a living sculpture by planting flowers around the base. All sculptures feature a plaque with the phrase ‘Greener way to travel’ to encourage customers to choose their more sustainable rail service.
We also saw an opportunity to install an additional Miles at Locomotive House HQ to welcome visitors to EMR’s head office. Miles does a great job of making a friendly first impression!
This special series of Miles sculptures couldn’t be launched without the help from EMR’s trusted group of station adopters, who volunteered their time to support with the planting of the flowers. Not to forget EMR’s little helper Bob (@boblovestrains) – Miles’ biggest fan, who also helped with the planting of the flowers and once again assisted on another successful unveiling event.
We are proud to have supported EMR on the launch of Miles across the East Midlands and to be a part of their sustainable initiatives. Keep an eye out for Miles sculptures at a station near you,and don’t forget to take a #selfiewithmiles!