McCann Erickson lands CrossCountry rail account

McCann Erickson Communications House in Manchester has been brought in as the retained agency for CrossCountry, the most extensive rail network in Britain.

CrossCountry: most extensive British rail network
CrossCountry: most extensive British rail network

The agency took over the account from the incumbent, Manchester-based Citypress, following a five-way pitch.

McCann Erickson will be running an integrated PR and social media campaign to raise awareness of the brand. The agency hopes to make CrossCountry stand out in a competitive public transport marketplace and will target business and leisure travellers.

McCann Erickson will liaise with Richard Gibson, head of communications for CrossCountry.

The CrossCountry network covers approximately 1500 route miles and calls at 131 destinations from Aberdeen to Penzance.

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