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.

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