East Midlands Railway awards £45.6m media services contract to McCann Erickson
The train operator has selected McCann Leeds to plan and buy paid media across all its brands, including the Luton Airport Express service.
Written with data automation, every figure verified against the official notice · · 1 min read
East Midlands Railway has awarded a £45.6m media services contract to McCann-Erickson Central Limited trading as McCann Leeds. The agency will handle paid media planning and buying across EMR Intercity, EMR Regional and EMR Connect, plus the Luton Airport Express, covering TV, radio, outdoor, social media, digital display and search.
Key facts
buyer
TRANSPORT UK EAST MIDLANDS LIMITED
value
£45,651,400
supplier
MCCANN-ERICKSON CENTRAL LIMITED (T/A MCCANN LEEDS)
East Midlands Railway has handed a £45.6m media services contract to McCann-Erickson Central Limited (trading as McCann Leeds). The award covers strategic media planning and buying for all three of the operator's sub-brands: EMR Intercity, which runs services from the Midlands through to London St Pancras; EMR Regional, serving towns across England including Crewe, Matlock, Stoke-on-Trent, Peterborough, Grantham, Norwich and Skegness; and EMR Connect between Corby and London St Pancras, which includes the Luton Airport Express.
The contract encompasses paid media across multiple channels. These span audio-visual work (linear TV, video on demand and connected TV), radio (digital audio, traditional radio and sponsorships where relevant), and out-of-home advertising in both digital and paper formats. Social media activity covers Meta, Snapchat and TikTok, whilst digital covers both awareness and conversion-driving campaigns.
McCann Leeds will also manage digital display capability including standard IAB and dynamic display, handle pay-per-click advertising for both EMR and Luton Airport Express, and deliver search engine optimisation work for eastmidlandsrailway.co.uk and lutonairportexpress.co.uk.