Media Strategy in Arriva Trains win

Arriva Trains has taken on Media Strategy to support its bid for the South West Trains franchise.

It will manage relationships with MPs, local authorities and passenger groups. The Department of Transport wants the chosen operator to increase off-peak journeys and improve security and revenue collection.

The ten-year franchise – which also includes the Isle of Wight service Island Line – starts in February 2007.

Other shortlisted bidders are FirstGroup, National Express Group, Great South Western Railway (a joint venture between GNER and MTR Corporation of Hong Kong) and Stagecoach.

Weber Shandwick and Foresight Communications also pitched for the account,  held previously by APCO.

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