Anglia Railways has handed its &£1.5m through-the-line marketing account to Ipswich agency Jacob Bailey.
The appointment follows a six-way pitch that included incumbent The Point, and was overseen by sales and marketing director Liz Mullen. Jacob Bailey will also handle media buying and planning.
Anglia Railways has just spent &£50,000 to overhaul its on-board catering service and is promoting the improvements with a poster campaign created by Creative Company using the strapline “Great food to get carried away with”.
The work was allocated on a project basis before Jacob Bailey’s appointment.
Jacob Bailey will undertake a regional television, press and direct mail campaign for the train company in the summer. The Point’s last work was a TV and press campaign in December.
Anglia Railways will also take part in the Association of Train Operating Companies coordinated promotion with WH Smith later this month. The promotion offers two-for-one tickets for every &£10 spent at WH Smith (MW March 28).
Anglia Railways is connected to London’s Liverpool Street mainline station and is owned by GB Railways Group. The group is expected to deliver poor annual results shortly and posted six-month losses of &£1.8m to September 30 last year. It has admitted it is in talks that could lead to a takeover or a new investor coming on board.