ScotRail has appointed creative communications agency Wire to handle delivery of its consumer brand campaigns. The first communications agency to be held on retainer by the train provider, Wire was awarded the initial 12 month contract after delivering a number of high profile projects in recent months.

This includes current campaign, ‘The Great City Swap,’ which delivered in a destination marketing first in collaboration with Marketing Edinburgh and Glasgow City Marketing Bureau, encouraging residents to swap cities for the day.

Wire’s remit will cover strategic marketing and communications support across the brand’s portfolio of products and ticket offerings, encouraging more people to travel by train and building stronger brand empathy with customers.

This will incorporate strategy planning and creative ideation, through to content creation, experiential, media relations, influencer advocacy and social media management.  

Nesta Gilliland, head of marketing and sales for Abellio ScotRail, says, “We were impressed from the offset by Wire’s creativity and tenacity for delivering real world results; outcomes and not just outputs. Working on multiple briefs concurrently, the team at Wire keep their eye on attention to detail as well as the big picture.  We’re thrilled to have them on board and look forward to a productive 2017, which will be a big year for the ScotRail brand.”

Pam Scobbie, director at Wire, says, “2016 has been a hugely successful year for Wire.  We’ve experienced significant growth, bolstering the team in line with a number of new business wins and growth of existing business, including this flagship win from ScotRail. There is a real opportunity for us to work alongside the ScotRail marketing team to develop a more creative, innovative approach to brand strategy, and we’re looking forward to collaboratively making that happen.”