Destination Liverpool Campaign
Introduction
West Midlands Trains (WMT) is a train operating company that provides passenger rail services across the West Midlands and beyond. Established in December 2017, WMT operates under two distinct brands: West Midlands Railway, which serves local routes within the West Midlands region, and London Northwestern Railway, which connects destinations between London and the North West of England.
Services:
The
Vision
West Midlands Trains (WMT) launched their Destination Liverpool campaign to place Liverpool’s iconic docks at the heart of travellers’ plans. The campaign engaged the public in key shopping centres over three weekends, providing a series of interactive and lively experiences designed to showcase the ease and benefits of rail travel. With TeamBA’s proven expertise and experience, WMT placed their trust in us to bring this vibrant campaign to life.
The
Journey
Location Coordination
TeamBA handled the logistics of the event from inception to completion. We liaised directly with shopping centres to secure ideal locations for the activations, managing every aspect of the event, including setup and takedown. Using a publicly accessible venue like a shopping centre presented distinct challenges due to the unpredictable nature of such locations. However, we navigated these uncertainties with careful management and adaptability, ensuring a seamless experience. We also ensured smooth transitions between locations, guaranteeing the campaign was delivered efficiently across all three weekends. Our ability to coordinate all venue requirements and manage the logistics allowed WMT to focus on customer interaction without concerns about operational details.
On-Site Activation Management
Our team meticulously planned and executed engaging, interactive brand activations, which were central to the campaign’s success. One of the standout features was the popular spin-the-wheel giveaway, which generated excitement and drew large crowds to the activation zones. We worked hard to ensure that each activation was lively, fun, and aligned with WMT’s Destination Liverpool campaign, fostering a memorable experience for participants while highlighting the ease of travel to Liverpool.
Public Engagement and Brand Representation
To ensure the campaign resonated with the public, TeamBA provided a dynamic and professional team that worked seamlessly alongside WMT’s staff. Our role was to maintain a high level of enthusiasm and interaction, ensuring that visitors remained engaged and excited throughout each activation. By representing WMT in a consistent and approachable manner, we helped foster positive connections with the public, reinforcing the brand’s values and leaving a lasting, memorable impression. Our Videographer was also present to film the activation in action and conduct interviews with the client, creating an exciting and celebratory summary video that could be shared across social media and internal channels.
Event Set-up and Logistics
We took charge of the event’s setup and logistics, arriving the evening before each activation to prepare the activation. Our team ensured that all elements were in place before the public arrived, from the activation zones to the promotional materials. Once the events wrapped up, we also managed the pack-down process, ensuring smooth transitions between the three shopping centres and maintaining a high level of organisation throughout.
The
Impact
The Destination Liverpool campaign successfully raised awareness of Liverpool as a travel destination, engaging thousands of potential passengers through interactive, memorable activations. TeamBA’s expertise in managing logistics, delivering engaging activations, and representing the brand in a professional manner allowed WMT to focus entirely on customer engagement.
Our involvement ensured that the campaign was delivered with energy and consistency, helping reinforce WMT’s brand values and create a positive, lasting impression with the public. The multiplication, multi-weekend format helped extend the campaign’s reach and ensure that WMT’s message was shared far and wide, maximising the promotional impact of the campaign.
Our Work
UKREiiF 2025 – Pavilion support
Garage Awards
Grand Railway Collaboration Away Day
Avanti Community Rail Conference
The Big Coach Conversation
Destination Liverpool Campaign
CMAC one team meetings
The Community Rail Awards
The Great Transport Debate
