The Abellio Media Centre services Greater Anglia, Merseyrail, ScotRail and West Midlands Trains.
This broad geographical selection enables brands to work with us on a hyper local level or by targeting much of the nationwide audience of, for example, commuters. As such, the Abellio Media Centre offers brands a diverse range of media channels for any regional or national campaign.
Read on for a sample of our offering.
Main image: Abellio Northern Rail Tour de France train wrap, 2014. Source: Aura Graphics
Our digital offering provides a great way for brands to interact with your audience.
Our media platforms enable brands to target travellers at different points of their rail journey whether that's at home, at a station or via on-board WiFi. Through Abellio's digital channels, brands can connect with those customers who are researching, browsing and are in a buying mindset across a number of categories.
The customer journey
Jess lives in Norwich but works in London. She always buys her ticket in advance online. Jess logs into the Greater Anglia website and notices the takeover advertising. The clickable advertising is also carried on the confirmation email.
At the station
One of the fastest and most efficient ways of building brand or product visibility with commuters is using rail outdoor media. It offers brands the opportunity for high footfall messaging to regular travellers who often have a long station dwell time.
Our outdoor estate is growing across all 700 of our stations and our plans for digital outdoor media increase at pace.
Working with our premium outdoor media partners JCDecaux and Exterion Media we can promote your brand with static, full or part-motion animated creative options and reach your desired customer with a range of targeted options.
Images: Quaker Porridge To Go advertising at Chelmsford station
We offer a strong selection of sampling and experiential routes to consider. From sampling a new offer at a single station to a multi-city station takeover the Abellio Media Centre can help pull together a tailored solution to meet your needs.
The great thing about rail is we take thousands of people to work, sport and cultural events every week.
Brands can engage customers as they travel with a real sensory experience allowing them to see, smell and taste the products. Enhance the promotion with stand-out displays, PA system announcements and costumed sampling staff. We can even offer listings opportunities and distribution within our retailers.
The customer journey
Jess travels to the station and as she looks around she is once again reminded of the brand she saw previously. As she makes her way through the station she notices the branded staff and stops to receive a product sample plus a leaflet with a discount voucher.
Images: Quaker Porridge To Go advertising, promo teams and point of sale display at Chelmsford
Across the network Abellio offers brandable gateline positions at major high footfall stations. This media is great when combined with floor vinyls and on train media to reinforce key messages and deliver a call to action during dwelltime.
The customer journey
Jess hears the platform announcement and heads towards the branded ticket gates, reinforcing the marketing messaging. At the gates, she takes out her e-ticket and once again sees branding as she walks onto the platform.
Image: Quaker Porridge To Go branded ticket gates at Chelmsford
Sponsoring a station via a multi media approach or simply owning the naming signs is a great way to associate yourself with a city.
Many of our stations are vital to local company employment and welcome commuters, leisure and business users in their tens of thousands on a daily basis.
Image: Sponsored naming board at Birmingham Snow Hill station
On the train
On train advertising panels are a great way to connect with the regular train traveller. Often seated with long journey dwell times, on train panels offer a simple and effective media for targeting commuters.
With more and more people ditching the car and hopping on a train, advertising on-board has never been more beneficial. Traincard panels are out in force each day targeting affluent commuters who spend an average of 40 minutes on-board each way.
Image: Three.co.uk on-board advertising poster. Source: KBH
Abellio Group currently publishes Discover Greater Anglia magazine for the Greater Anglia region, which reaches 25,000 travellers every three months and contains a variety of advertising opportunities.
What's more, with over 700,000 weekly commuters we believe an on-train magazine serving our customers across our four train operating companies is a great idea, so watch this space!
Image: Discover Greater Anglia on-board magazine
On-board WiFi revolutionises customers' digital experiences with world-class entertainment content, hosted on-board and delivered to their own connected devices.
Brands can interact seemlessly through digital advertising and customer engagement opportunities to allow for follow-up with direct personal messages.
Image: Connect, Greater Anglia on-board WiFi and entertainment. Source: GoMedia
Big impact brand messaging. Typically used by premium advertisers who want stand-out media seen by hundreds of thousands within their target market.
From product and service launches through to seasonal events, high profile train wraps provide a big MOVING canvas to get your message communicated.
With such a huge array of audiences, the Abellio Media Centre has recognised the opportunity for brands to engage with our audience via promotional mechanics, ranging from on-pack to media partnerships and even loyalty programmes.