Train operator First Great Western, has appointed Equinox PR on
six-figure fees to promote its pounds 80 million investment in 14 new
Cardiff-based Equinox was appointed after a six-way pitch on a 15-month
contract. During that period First Great Western plans to roll out 14
new high speed trains on its London to Cardiff service. The trains will
have a top speed of 150mph and are the first new high speed trains to be
introduced in the rail industry since privatisation.
’We will lead a drip feed of media activity on a budget that will be at
least pounds 100,000,’ said Equinox senior account director Heather
She heads a team of six on the account with a remit covering press
relations, community relations and event management. The agency reports
to First Great Western’s head of PR Elaine Wilde.
The appointment of Equinox is the first time in two years that First
Great Western has used an outside agency. The operator had previously
used financial agency Hudson Sandler.
Great Western Trains came into being when the rail industry was
privatised in 1996. In 1998 it was taken over by First Group.
’The high speed trains will enhance our existing fleet of trains and
help us fulfill our obligations under the franchise to run a half-hourly
inter-city service,’ said Wilde.
First Group this week announced pre-tax profits of pounds 121.5 milion