The new name was announced yesterday (23 February) by Transport for London at Bond Street Station, where the Queen was presented with a commemorative Elizabeth roundel, and met those involved in the construction of Crossrail.
TfL's PR team told PRWeek the idea was generated by the in-house marcoms and design teams with no external agency support. Discussions with Buckingham Palace took two years before the name was formally approved in September 2015.
Reaction to the name change was mostly positive, contrary to the recent Uber logo change, which was met with general negativity.
James Gordon-MacIntosh, managing partner at agency Hope&Glory, labelled the Elizabeth Line a stroke of genius.
"The royal family is associated in a meaningful way with one of the biggest engineering projects the capital will see for some time. It becomes a lasting legacy for Her Majesty the Queen in her 90th year and as she has become the country’s longest reigning monarch. Meanwhile, a train line has just gained iconic status overnight and on a global scale," he told PRWeek.
"What’s more, the media handling of the launch has done a fine job. You couldn’t fail to get coverage for this story. What the team behind it has done, though, is use the news as a hook to deliver the commercial and consumer messages about where the line runs and just how frequently it will do so."
Reaction was also positive outside of London. Adele Wilson, head of strategic planning at Manchester agency Tangerine, said: "The renaming of the Crossrail project as the Elizabeth Line seems a natural and fitting tribute to Britain’s longest reigning monarch. Whether or not Londoners will abbreviate the name, ‘the Liz Line’ perhaps, remains to be seen."
Other PRs, politicians, journalists and public bodies commented on Twitter:
@prweekuknews at the first sniff of passenger trouble, Crossrail is just a Sun headline waiting to happen.— Neil Whyte (@opinionatedneil) February 23, 2016
Great decision to name Crossrail the Elizabeth Line. A fitting tribute to our longest-reigning monarch.— Sadiq Khan MP (@SadiqKhan) February 23, 2016
UKIP's response to Crossrail being renamed the Elizabeth Line is peak UKIP. pic.twitter.com/GarNTkPfyv— Jim Waterson (@jimwaterson) February 23, 2016
Other reactions were more light-hearted:
Are we allowed to shorten Elizabeth Line to Liz Line or just 'riding Liz home', or is that treason?— James Chapple (@chapplejc) February 23, 2016
They call it the Elizabeth Line because it costs billions of pounds and will take 70 years before its finished.— Jason Sinclair (@jlsinc) February 23, 2016
As brand new Crossrail is named "Elizabeth Line", irregular rail replacement service will be re-branded as "Andrew Buses".— HaveIGotNewsForYou (@haveigotnews) February 23, 2016
What do you think is the best name for the line?
What's the better brand name?— PRWeek UK (@prweekuknews) February 23, 2016
This article was first published on www.prweek.com