Launching Aventra for Crossrail
CATEGORY:
Brand & Design
The brief
Bombardier, based in Derby, was bidding for the rolling stock for Crossrail (now the Elizabeth line). With a rich history in train-making in the UK, the company was keen to showcase its new model – the Aventra – to potential buyers, politicians, influencers and press, ahead of any purchase decisions. Engage was approached to help create a campaign and brand to support a ‘launch event’ for the bid.
The work
Researching the history of the Bombardier’s Derby factory, we learned that 2014 marked 175 years of continuous train-making in the city. This provided exactly the design hook our team needed and they set about designing a brand and campaign anchored in the 175th Anniversary. Not only did we create the brand and materials, but we also curated a host of activities too – from a train-related film festival to running vintage services from London to Derby to bring the audience to us to see the new Aventra first-hand.
The outcome
The brand was applied everywhere, from posters to banners, to merchandise and the campaign cemented Bombardier’s position as a leading UK train-maker. Bombardier were subsequently awarded the Crossrail contract.
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