In 2019, VA Rail was asked by West Midlands Trains (Abellio) to deliver a new strategy and deploy their air-rail e-commerce proposition.

This is like the approach used by Stansted Express at Abellio Greater Anglia – built by RE Systems in Bakewell. This site sells non RSP tickets and will initially connect Birmingham Airport to around 50 destinations.

The aim was to develop a simple, flexible low-cost fares proposition specifically tailored for the airport traveller and help WMT increase its mode and market share and Birmingham Airport achieve their targets set-out in their Surface Access Strategy.

From start to finish the project had be delivered in just 3-months and was matrix managed VA Rail Director, Andrew Ayers.

VA Rail Resource & Role
Andrew Ayers

Andrew Ayers

Director

Project Lead

Workstreams included:
  • Develop a new brand for WMT.
  • Develop search engine optimised content (SEO).
  • Matrix manage key staff within finance, customer services, retail, marketing, and the revenue and ticketing teams.
  • Setting up payment card gateway.
  • Developing product and fares structures.
  • Writing content, including policies.
  • Set up ticketing barcode fulfilment.
  • Manage costs and the RE System, stakeholder and client relationship.
  • Produce monthly reports.