Published by isobel.regan@dontpanicprojects.com
Published Date 19.06.2024 
Tribera, a creative content agency located in the heart of Birmingham city centre, has been nominated for not one, but two awards at this year’s UK Content Awards – both on behalf of its work with travel provider, West Midlands Trains.
Little Train Conductor Campaign
Shortlisted for the Travel/Leisure Content Campaign of the Year, the ‘Little Train Conductor’ campaign began when West Midlands Trains tasked Tribera to help promote the launch of its brand-new Class 196 trains. Knowing a mundane ‘new trains’ announcement simply wouldn’t get cut-through, Tribera needed to do something different.
So, the ‘Little Train Conductor’ campaign was born – offering four aspiring mini rail enthusiasts the chance to win a once-in-a-lifetime experience as a train conductor for the day, on one of the brand-new trains. Thanks to successful digital PR and social amplification, the campaign was a huge success, with over 150 submissions received. Due to the demand of children longing to be a little train conductor, WMR decided to extend its prize offering to 11 lucky winners, instead of four.
Train It CHOOSEday Campaign
Shortlisted for the Integrated Content Campaign of the Year, the ‘Train it CHOOSEday’ campaign responded to nationwide changes in the way consumers are travelling to work. With nearly half of the UK’s population hybrid working, people are travelling to the office less often. So, West Midlands Railway tasked Tribera with devising a campaign that would encourage commuters to ditch the car and try travelling to work by train, just once a week.
To inspire people to experience the train, West Midlands Trains offered 10,000 commuters complimentary travel on a day of their choice, between Monday 20th March and Friday 24th March 2023. Tribera launched the campaign to the public through traditional and digital PR tactics along with social content, and 10,000 free tickets were gone by the evening of the first day of the initiative.
Speaking on the award nominations, Sheridan Okey, Head of Digital PR at Tribera, comments:
“We are delighted to be shortlisted for two UK Content Awards on behalf of our campaign work with West Midlands Trains. It means a lot to the Tribe as it recognises our creativity, hard work, and strategic expertise in content amplification that drives meaningful brand impact. It’s a real testament to the talented team we have, and we’re looking forward to the winner announcement.
“We absolutely love working with the team at West Midlands Trains and can’t wait to see what we can do next with the brand!”
Rebecca Halsey, Senior Content Manager, comments:
“I’m super happy that both of these brilliant campaigns with West Midlands Trains have been shortlisted for at the UK Content Awards. It has been a pleasure working with the brandfor the past five years, and has been especially exciting seeing these campaigns flourish after putting in a lot of creativity, research, strategy, and hard work. I couldn’t be prouder of the Tribe!”
About the Tribe at Tribera
Founded in 2019 by industry experts Fran Nolan and André Picart, Tribera represents an impressive roster of well-known and successful consumer brands spanning across multiple sectors – including Costa Coffee, Greene King, West Midlands Trains and The Royal Mint. Since the launch of the agency, Tribera has gone from strength to strength, now employing over 25 talented ‘Tribe’ members, and being named in the Campaign Best Places to Work List 2024.
Following investment into its Tribe, including an established 32-hour week initiative and dedicated individual training budgets, these shortlisted nominations acknowledge the significance and importance of curating a creative culture where unconventional concepts and innovative ideas are free to flourish.
For more information, or further comments from the team, please contact:
Sheridan Okey/Georgie Smith/Ella Pumford/Rebecca Halsey
07939 832581
sheridan.okey@tribera.com / georgie.smith@tribera.com / ella.pumford@tribera.com / rebecca.halsey@tribera.com
