Poulter emphasises frequent service for its first Midland ads

Midland Mainline, the train operating company, is trying to lure businessmen away from their cars in a new burst of advertising activity.

The press, radio and 48-sheet campaign - the first to be produced by Poulter Partners since the Leeds agency picked up the £2 million account in March - is part of efforts to give the company a more distinctive positioning within its catchment area.

Midland Mainline, which is part of the National Express group and operates services between London, Yorkshire and the east Midlands, faces a tough task to win back custom because of safety fears.

The business community is the main target of the drive.

It focuses on the key areas of Sheffield, Derby, Leicester and Nottingham.

Media is being bought and planned by Piper Media. The campaign is being backed by substantial direct marketing activity.

Mark Buckle, the managing director of Poulter Partners, said: "This represents an opportunity to present Midland Mainline in a new light, and unveils a more integrated approach to brand marketing and communications."

The advertising, a collaborative effort by the Poulter creative department, led by its director, John Dean, takes a light-hearted tone to inform customers of the frequency and speed of Midland's trains.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).