Case study

Creating days out to remember for Northern

The brief

Rail operator, Northern briefed MCG to develop activity that would encourage leisure travellers in the north to explore their region using the train. They wanted PR activity that would raise awareness of the hidden gems accessible from local stations whilst generating great online content and memorable experiential activity for passengers.

The delivery

We developed campaigns that celebrated two of the region’s cultural highlights – food and literature.

For readers, we partnered with Manchester Literature Festival to commission a poem by highly-regarded poet Helen Mort. The work, inspired by the journey between Manchester Victoria and Hebden Bridge, is displayed at Manchester Victoria. Guests including journalists and competition winners joined Helen on a special poetry train for a unique reading along the route.

For foodies, we created an independent food and drink trail through the Colne Valley and organised a special train from Manchester Victoria taking VIP passengers on a gastronomic tour, culminating with brunch at the Dark Woods Coffee roastery.

The results

Coverage for the special train activity was secured in key regional and national press including BBC Radio 4’s Broadcasting House

Helen Mort’s poem on display at Manchester Victoria forms a backdrop for the thousands of passengers using the station every day

The partnership with Manchester Literature Festival enabled us to access new audiences across the north, using the Festival’s stats showing where their audiences travel from.

  • 3 million
    BBC Radio 4’s Broadcasting House listeners