Midland Mainline chooses Isobel for awareness task

Midland Mainline has appointed Isobel to handle its 1.5m advertising
account following a competitive pitch against a number of undisclosed
agencies. Incumbent Poulters, the Leeds-based agency, did not repitch.

The pitch, overseen by the AAR, wa…

Midland Mainline has appointed Isobel to handle its £1.5m advertising account following a competitive pitch against a number of undisclosed agencies. Incumbent Poulters, the Leeds-based agency, did not repitch.

The pitch, overseen by the AAR, was run by the train operator’s new head of marketing Mark Turley, who joined from sister company National Express last month.

A source close to Isobel says the agency has been asked to create some “tactical holding advertising” to run ahead of a much larger campaign, which will include TV, outdoor and online, which will launch next spring.

It is understood that the brief for the campaign is to improve communications with passengers and raise awareness of the Midland Mainline brand as well as simplify the fare structures.

Midland Mainline, which is owned by the National Express Group, is bidding to keep its East Midlands train franchise against Arriva, First Group and Stagecoach Group. A contract will be awarded next November and will run until 2015.

Isobel has also won the £2m advertising account for Streetcar, a car-sharing club that allows consumers to hire cars by the hour. It is the first time the company has appointed an agency.

The company hopes that a campaign will help to raise the profile of the service ahead of the launch of a rival US scheme, Zip Cars, launching in the UK.

Isobel is now working on a campaign to position Streetcar as the credible car club in a bid to grow its market share.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here