Lumo and Hull Trains appoints WA to lead strategic communications programme

We have been awarded a multi-year retainer following a competitive pitch process, covering political stakeholder engagement for the two popular open access rail services – which connect Scotland, the North of England, Humberside and London.

We will work with the Lumo and Hull Trains to showcase the significant connectivity, capacity, and economic growth benefits that Lumo and Hull Trains’ services deliver to communities across Britain, and demonstrate how these services could expand as the Labour government plans reforms to the rail network.

An initial campaign saw the team work with WA’s Creative practice to deliver an interactive exhibition stand at last month’s Labour Party Conference, featuring a train driver simulator that tasked delegates to navigate through a tunnel and into Edinburgh Waverley Station with fun challenge to guess the best place to stop the train on the platform – attracting interest and driving conversations with visitors including the Local Transport Minister, route MPs, industry leaders and journalists.

The account will be led by WA Founding Partner and Head of Transport Marc Woolfson, with strategic counsel from the Chair of WA’s Advisory Board, former DfT Permanent Secretary Sir Philip Rutnam and former Times Transport Correspondent Phil Pank who joined the agency in late 2023, further strengthening the our integrated communications offer.

The win further expands our credentials in the sector, with Lumo and Hull Trains joining a client portfolio that includes Network Rail, Chiltern Railways, Stagecoach, Roadchef, Birmingham Airport, autonomous vehicle developer Oxa, global EV charging supplier Chargepoint, the Cycle to Work Alliance, and more.

Commenting on the firm’s appointment, Marc Woolfson, WA’s Founding Partner and Head of Transport said:

“We’re delighted to be working with the industry’s flagship open access operators, Lumo and Hull Trains, to advise on the political, policy and communications implications of Labour’s commitment to renationalise and restructure the rail industry. Both brands have an exciting story to tell on regional connectivity, delivering a fantastic service for customers, and supporting economic growth across the UK”.

Martijn Gilbert, Managing Director of Open Access at First Rail added:

“WA bring together an in-depth understanding of the Labour Party, detailed experience of transport policy, and top-tier communications and campaigning expertise – all of which are critical in ensuring that Lumo and Hull Trains can assess the implications of the biggest change to the rail industry in 30 years, and are equipped to communicate our value to the sector and communities across the country”.