On Monday 4th April 2016, WCRS/Engine launched an integrated brand campaign for TransPennine Express, the new intercity train operator for the North and Scotland. Serving an area with an economy to rival London’s, TransPennine Express will be investing £500m over the next few years to connect more people to more places and more opportunities than ever before.

Our fully integrated campaign—delivered across print, digital and out of home advertising, consumer PR, social media strategy, website, CRM and TV (from May 1st)—uses dynamic art direction and a witty tone of voice to show that TransPennine Express is a brand going places, for people that are going places. The star that features in TransPennine Express’ new logo is also seen throughout the work, to communicate the brand’s desire to be a real ‘North Star’ for its customers.

The work, produced by the Engine collaboration between WCRS, Mischief, Slice and Partners Andrews Aldridge, is linked by the phrase “Where Next?”

“Where Next?” is a way to excite customers about the improvements and innovation coming; a way to invite people to think where their next trip, for business or pleasure, could take them; and finally, an expression of TransPennine Express’ commitment to taking the towns and cities it serves further by connecting and championing people, places and ideas.

Our brand advertising campaign launched this week with a series of Metro cover wraps, print advertising, OOH, radio and in-station media, alongside CRM and website content developed by Partners Andrews Aldridge. This is fully integrated with an earned and owned media campaign developed by Mischief and Slice. On Monday Slice installed a giant ‘North Star’ in Millennium Square Leeds, designed by Leeds neon artist Julia Bickerstaff. Working with a WCRS-led social team (who are also handling wider social strategy), the star will shine brighter every time someone shares their hope for #wherenext for their town or city. More earned media content is being developed by Mischief for the coming weeks to kickstart conversations about the new brand.

Mischief, Partners and WCRS are also working together on ‘The Where Next Project’, a mentoring scheme designed to find and nurture Northern talent across art, food & drink and music, which will open officially in May. Leeds artist Julia Bickerstaff, who helped created the Star installation, is one of the scheme’s first mentors.