In 2019, VA Rail were asked by Abellio UK to help mobilise the East Midlands Rail franchise.

VA Rail, Director, Andrew Ayers led the commercial work-streams, which featured EMR brand development, marketing, digital applications, fares, ticketing and procurement.

As with any new franchise this was a highly intensive project with an immovable deadline, however in approximately 90 days the team and other colleagues delivered an impressive day 1 launch and satisfied the DfT requirements so that Abellio could start their new franchise.

VA Rail Resource & Role
Andrew Ayers

Andrew Ayers

Director

Commercial leadership

Nigel Bryant

Nigel Bryant

Procurement

Contract novation and negotiation

Ian Hall

Ian Hall

Marketing Lead

Marketing campaign & brand collateral

Workstreams included:
  • Delivering all of the Conditions Precedent requirements and day 1 franchise commitments.
  • Novation of key industry, supplier and partnership agreements.
  • Launch event preparations.
  • All day 1 applications – website and mobile apps and plug-in systems.
  • De-brand and rebranding stations, trains, ticket machines and uniform.
  • Brand trademarking, marketing collateral and mini marketing campaigns.
  • Retail and ticketing systems switchover.