14/05/2026
GOLD WINNER 👊
A campaign we lead for West Midlands Railway was recognised as a Gold Winner at the Performance Marketing World Awards and we couldn’t be more proud.
This was a campaign idea proactively put forward, and one we truly believed in and its potential. From shaping the strategic thinking and campaign platform, to developing the narrative, identifying the behavioural insight, and helping determine how different channels could work together to amplify the idea most effectively.
The challenge was *Twixmas* - traditionally a difficult period for rail operators, where commuter demand drops and leisure travel slows. But the real insight wasn’t about price or promotions. It was behavioural.
During that period between Christmas and New Year, people mentally switch off. They stay home, overindulge and fall into a kind of social pause. That insight became the foundation for ‘Mind the Gap’ - reimagining an iconic rail phrase as a cultural and emotional prompt to reconnect people with experiences, travel and regional discovery.
What we’re most proud of is that the campaign wasn’t built around discounting as the hero - the strategy positioned storytelling and cultural relevance first, using earned media and integrated amplification to create motivation before conversion.
The results-
👉 393,197 journeys
👉 approx. £900k revenue
👉 19% year-on-year growth during a historically low-demand period
👉 41% increase in new customer acquisition
👉 89% favourability towards the brand post-campaign
The biggest stat to come out of the campaign was that 46% of people who purchased hadn’t planned to travel before seeing the campaign 🫶🏼
Thank you to our client Midlands Railway who let us run with it and our partner is possible. Congratulations to all the winners!
