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
Contract novation and negotiation
Marketing campaign & brand collateral
- 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.