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EMR gets dressed up

Continuing our long-standing relationship with East Midlands Railway (EMR), this summer we have delivered another brand awareness campaign at stations right across the railway network. 

Having completed similar campaigns for EMR in the past, the m360 team began as always with auditing, surveying and strategically scoping out new opportunities across the network. This helps us gain a better understanding of the relevant sites, what opportunities there are for creative marketing, and what logistical preparations need to be made.

The new campaign features our adorable purple friend Miles – EMR’s CGI brand mascot – and promotes the multiple benefits of travelling with EMR. These include great value, season tickets, contactless payment, regular services, and free travel for under 5’s, as well as the broader benefits that train travel affords, such as relaxing or catching up on work while travelling. 

As part of the project, we also paid attention to general, ambient EMR graphics around the stations. By updating these, we are forging a stronger and more consistent brand presence in stations.

To inspire travel for leisure and sightseeing, the branding at key stations has been localised to promote nearby attractions. At our very own Nottingham station, Miles dons his bow and arrow as a nod to the city’s favourite thief Robin Hood! 

With over 96 bespoke sites, including a 20ft physical installation of Miles at Derby station, expert skills and knowledge were crucial. Our team was kept busy creating artwork specs checking proofs and samples, and directing the installation crew.

The project stretched to 96 different sites and applications – including a 20ft giant Miles – and EMR was extremely happy with the level of service offered by the m360 team and installation team. Look out for Miles on your next train adventure (he’s not hard to spot) and see what he’s getting up to in your city! 

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