OBJECTIVES / STRATEGY
Wonderland were asked by First Group to introduce Avanti West Coast in a bold and brave way that articulates their vision for the franchise and establishes momentum before launch. To tell the brand story, control the narrative and generate buzz whilst communicating the progressive thinking into every part of the visitor journey. Wonderland wanted to create an event with substance and clear purpose.
SOLUTION
Set in 15 acres of beautifully restored Victorian Factories Wonderland took Avanti to the Custard Factory, a creative hub in Birmingham, for the Brand launch of Avanti West Coast. Wonderland designed and produced a programme and environment that introduced Avanti West Coast in a bold and brave way, articulating their vision in front of beautifully designed LED screens and Styling the space to reflect a train station. This included a big reveal of the Avanti West Coast train livery by Canvas wrapping the wall leading to the main plenary and asking guests to step through ‘the door’ of the train. Features such as a mosaic told the story of community spirit, displaying the many faces of Avanti West Coast and the many regions it serves. Guest’s images were printed as stickers and added to the wall to create the mosaic. As the image behind the mosaic was unveiled, onlookers at the event were able to share and join the creation process.