Case Study: Avanti West Coast achieves standout national coverage and streamlined media relations with Onclusive

How Strategic Media Relations Drive Standout Coverage

Avanti West Coast, a long-distance UK rail operator, relied on a small four-person, regionally spread media team to promote and protect its reputation, respond quickly to media enquiries, and secure national, regional and trade coverage. Faced with high query volumes and the need to centralise multimedia assets and news distribution, Avanti turned to Onclusive for a combined call-logging and online newsroom solution to streamline their PR workflow.

Onclusive implemented its integrated PR platform — including an Online Newsroom, Media Outreach tool, Response Desk for query management and a 200,000-strong media contacts database — to centralise assets and simplify distribution. The result: measurable national placements (including BBC Breakfast and News at 10), stronger journalist relationships, more consistent messaging, 24/7 access to resources and faster handling of enquiries, freeing Avanti West Coast’s team to focus on strategic media work.

Avanti West Coast

Rob Singh

Head of News