Member Article

Leeds' Umpf seals East Coast social media contract

Train operator East Coast, which carries more than 18 million passengers a year, has appointed Umpf to support its social media strategy.

Leeds-based PR and social media agency Umpf has been tasked to assist East Coast’s in-house team in developing its strategy to drive integration of social media across all areas of the business, with the objective of enhancing its loyal customer base.

Umpf secured the new business following a competitive three-way tendering exercise and will provide strategic advice, tactical initiatives, proactive content and community management, as well as wider campaigns for the brand.

East Coast social media manager Nick Wood said: “The rail industry generally prioritises much of its social media efforts towards customer comms channels such as Twitter, and whilst this is the case for East Coast, we recognise the need to develop our whole social offering through a variety of channels.

“There are many great opportunities to integrate social media operationally and commercially to grow our customer engagement.

“Umpf has demonstrated an excellent track record in its approach to social media, and we’re delighted it will work with us to deliver and develop our existing marketing and communications channels, as well to assist us creatively in exploring new and exciting ways to communicate with our customers.”

Umpf MD and founder Adrian Johnson said: “We know from our research and external independent reports that the East Coast brand ranks high in terms of Twitter engagement and positive sentiment in comparison with other train operating companies.

“We are looking to build on that success and enhance the brand’s social footprint and community reach.”

East Coast was launched in 2009 and operates up to 156 train services each weekday between London King’s Cross, the East Midlands, Yorkshire, North East England and Scotland.

This was posted in Bdaily's Members' News section by Mark Lane .