Teleri Evans

Said the following about Transport for Wales Brand Team:

“I would like to nominate the Brand Team, Neil James Head of Brand and Matthew Breese the Brand Marketing Manager for delivering the ‘Real Social Media’ Marketing campaign that was launched in June 2022.

They have delivered a visual pleasing and beautiful marketing campaign to encourage people in the Wales and Borders region to return to rail for leisure and work purposes after the Covid-19 pandemic. The marketing campaign concentrates on the outcomes or the customer’s personal achievements travelling by public transport, rather being focuses on the rolling stock and station environment. It’s a bold move to deliver this campaign with very little imagery of fleet and focus on TfW customer base.

What I love about this campaign, which Neil and his team must be recognised for, is the diversity of actors in the campaign – the team have managed to have representation of different ages, race/nationalities, LGBTQ+, mobility impaired/disabled actors in the campaign which represents our customer base. The edit of the film and the design of the campaign is beautify done without looking cliché.

The previous marketing campaigns have been revenue focussed and encourage the target audience to ‘buy train tickets’ which gets tiring after a while, so it was so refreshing to have a campaign like this that looks at the benefits of public transport and reconnecting with the real social network after the covid-19 pandemic.

The Real Social Network campaign is for external and internal use with a wide range of materials developed depending on the target audience. The one video which again I love is focussing of the diverse workforce we have at TfW and feature real staff members.

I have included links to the Real Social Network for context but after many years working in the rail industry, this is the first campaign that has made me feel proud working for TfW.

Campaign: https://tfw.wales/real-social-network

Behind the scenes: https://tfw.wales/real-social-network/behind-scenes

Video: https://www.youtube.com/watch?v=q9q_yftbCP0

EDI Film: https://fb.watch/f_DaUSlgPH/“