Trainline Appoints Wavemaker to Handle Multi-Market Media Strategy and Planning

Wavemaker has been appointed by Trainline, Europe’s leading independent rail and coach platform, to handle all media strategy and planning across the UK, Italy and France. The decision follows a competitive pitch. 

Trainline selected Wavemaker for the account based on its ability to offer unrivalled local knowledge and expertise, backed by a world-leading media network. During the pitch process the agency effectively demonstrated its prowess in producing a bespoke media planning and buying strategy; one that aligned perfectly with the specific demands and needs of each of Trainline’s three core markets, their target audience and customers. 

Following the appointment, Wavemaker will leverage its local media expertise to ensure Trainline’s unmissable creative campaign activations run across the most appropriate channels in the UK, France and Italy. This will include social media, addressable TV, digital audio, out of home (OOH) and digital out of home (DOOH), as well as digital, radio and influencer partnerships.

Katie Lee, chief operating officer, Wavemaker UK explained: “As soon as we met the Trainline team, we knew that we had shared values. Now more than ever, those travelling across Europe are becoming conscious of the impact climate change is having on our world. People are looking for greener alternatives in all aspects of life, but specifically their chosen modes of transport. We are excited to get moving on the creation and delivery of a media campaign that has a positive impact and changes travellers’ behaviour.”

Elly Collingwood, head of brand marketing, Trainline commented: “Wavemaker's unrivalled local knowledge backed up by actionable insights and a solid global media network gave us the confidence that they were the partner for us. We look forward to working with them to launch an exciting new media campaign that firmly positions us as the number one choice for travel.”