E-motion magazine
Feature writing for the South West Trains on-board magazine
Feature writing for the South West Trains on-board magazine
The challenge: To help build South West Trains’ profile as a passenger-focused company and promote the railway’s destinations in a series of feature articles for its on-board magazine,
E-motion.
My solution: I helped to improve South West Trains’ image as a company committed to improving services for passengers, even when there was unwelcome news. For example, when fares went up, instead of a standard corporate news item, I persuaded SWT’s commercial manager to meet with take questions from passenger groups including Passenger Focus. In the resulting feature article, he dealt with tough questions and concerns over fares, but also brought home in real terms why extra investment was so badly needed and the improvements passengers would see as a result. I also helped to promote the company’s destinations in a series of engaging travel features.
My solution: I helped to improve South West Trains’ image as a company committed to improving services for passengers, even when there was unwelcome news. For example, when fares went up, instead of a standard corporate news item, I persuaded SWT’s commercial manager to meet with take questions from passenger groups including Passenger Focus. In the resulting feature article, he dealt with tough questions and concerns over fares, but also brought home in real terms why extra investment was so badly needed and the improvements passengers would see as a result. I also helped to promote the company’s destinations in a series of engaging travel features.
