Case Study: Lumo builds a known and loved UK transport brand with Grayling

LUMO sells 18,000 journeys in three weeks with Grayling

Grayling partnered with Lumo, a new low-cost and low-carbon UK rail operator, to launch its service on the London to Scotland route. The challenge was to build the brand from scratch, introduce it to stakeholders and passengers, and drive ticket sales, all during the COVID-19 pandemic.

The solution was a comprehensive 360-degree communications campaign built on the "cheaper and greener" message. Grayling developed Lumo's brand tools, ran a pre-launch press office, and executed a multimedia launch event. This strategy resulted in the sale of 18,000 journeys within three weeks, over 420 pieces of positive media coverage, and the engagement of more than 150 political stakeholders.

LUMO