Creating buy in for fleet renewal

WE ANALYSED

Chiltern Railways faced major challenges from its aging fleet and the pressures this created on its services and reputation. Despite significant ambitions and a positive working relationship with officials in the Department for Transport, local stakeholders and politicians were becoming increasingly critical of Chiltern and its services.

With wider reforms of the rail network underway, Chiltern was concerned its ageing fleet would create significant challenges as it looked to secure its long-term future on the route.

WE ACTED

The Right Route was developed following research commissioned to identify the positive effects of fleet renewal for communities, passengers and the wider economy.

These benefits underpinned a forward-looking vision outlining Chiltern’s strategy and what it means for businesses, communities and passengers across the network.

We created a hero film and social content bringing together stakeholders from across the route to endorse the vision and summarising why fleet renewal is critical, which came together to form the centrepiece of a parliamentary launch event.

WE ACHIEVED

Our successful launch event brought together more than 50 stakeholders from across the Chiltern route.

Alongside the vision and video, the operator received endorsements from the Chair of the Transport Select Committee and local MPs who met with the Rail Minister in follow-up meetings to make the case for fleet renewal.

Chiltern’s discussions on fleet renewal are ongoing.