Agencies are set to pitch for a consumer and b2b brief to support Arriva's CrossCountry Trains and Grand Central services, with a decision set to be made by early summer.
CrossCountry Trains head of marketing Louise Blyth will be overseeing the process with partnership manager Clare Shufflebotham.
Blyth said: ‘For both CrossCountry and Grand Central the competition is not with others in the industry but with people using private cars. It’s about mode of choice and while acknowledging that fares in the rail industry have risen they’re still in a competitive position financially when you compare them to the cost of car ownership.’
The brief will include news generation and offering support with strategy development. It may involve one agency for both services or an agency covering each service separately.
Blyth explained that as the CrossCountry service, which includes routes running from Aberdeen to Penzance and Cardiff to Stansted, was halfway through its eight-year franchise, ‘we felt it was time to revisit what the marketplace has to offer in terms of PR’.
‘The work will involve continuing to drive awareness of our product offering and relevance to new and existing customers,' she added. 'It’s also to refresh and reinvent that and underline a position we feel we’ve built, which is of a consumer tech leader within the sector, particularly around retail technology such as our mobile app.’
Grand Central has also expanded its network recently with new routes.