Central Trains, the Birmingham-based train operating company, is seeking an agency to handle its &£1m advertising account.
The company, which operates its service in the Midlands, is believed to be looking for a full service agency.
Central Trains does not have a contract with an existing agency, but is looking for one that has previous experience or an understanding of the rail travel market.
The operator’s advertising and promotions usually focus on special offers to students and the off-peak leisure market and is carried out through direct marketing.
But Central Trains is now hoping to reverse some of the negative publicity it has received, along with most other UK train companies in recent months, as a result of delays caused by floods and the Hatfield rail disaster.
Last week Central Train’s proposals for a new train service was rejected by the Strategic Rail Authority. The company had proposed a service between Birmingham and Bristol, but was refused permission after concerns were raised by other transport companies based in Bristol.
Central Trains is owned by National Express, which also owns Gatwick Express, Midland Mainline and Silverlink.
No one from Central Trains was available for comment.