Train companies on-board with Grayling

Grayling has been taken on to provide PR services for two rail businesses - CrossCountry and Grand Central - following a competitive pitch process.

The brief will see the Leeds-based consultancy persuade leisure and business travellers to switch from cars to trains, while boosting the profile of both CrossCountry and York-based Grand Central among current and potential customers. Grayling will deliver communications strategy and generate news to help increase market share, as well as raising awareness of services and destinations along the routes.

Grand Central will work with teams at Grayling North in Leeds and the Public Services team in London, while work for CrossCountry will be delivered across Grayling’s network of seven offices in the UK which reflects the operator’s extensive route map.

Louise Blyth, Head of Marketing, CrossCountry, said: “Grayling demonstrated a genuine understanding of what makes consumers tick. That, plus a clear passion for working with different audiences, made them an obvious choice for both companies. Effective communication is critical to our success and we feel assured that Grayling will drive a connection with our customers. Their regional network matches both operators’ routes too, so will ensure we benefit from unsurpassed local insight and media knowledge.”

Christine Emmingham, head of Grayling North, said: “We are thrilled to be working with CrossCountry and Grand Central. We have a strong track record in the sector and will use our expertise and insight to deliver creative - yet realistic - campaigns to help convey the many benefits of train travel. Over the next year or so, we’ll be focusing on targeting families, time-rich older people, students and business travellers – to name but a few.”

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