ExploreStation © Jason Hynes
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ExploreStation

The brief

ExploreStation is a collaborative project commissioned by Network Rail and led by Design Council, to rethink the future of small to medium-sized stations across the Network Rail estate.

Caro was tasked with creating excitement around the project by instigating a national conversation on the role that local stations can play in our lives, central to communities and civic life, and more generally to capture and communicate the romance of the railways.

Both Network Rail and Design Council also wanted to ensure that all research included representation from members of traditionally marginalised groups.

What we did

We created a multifaceted communications campaign, covering press and media relations, advertising, stakeholder engagement and digital communications.

The Caro team worked collaboratively with a range of partners, to coordinate communications efforts, including cultural organisations, public engagement bodies, researchers and universities.

We also managed the media relations; running a press office, working with journalists, coordinating press trips and public workshops, as well as securing print and digital advertising in key publications that serve different communities.

Our digital communications work included strategy, content and video production, as well as a bespoke, multichannel campaign #GreatBritishStation. The campaign was intended to drive awareness of the scheme, and we were able to secure the involvement of lead figures in the sector, including museums, architecture charities, MPs and more.

We also advised Network Rail and Design Council on the design and outreach for the findings of the research, to promote the report.

The results

Both press and digital campaigns were hugely successful; we secured coverage in major media outlets in the UK, including print digital and radio, which in turn dramatically increased both physical and online event attendance.

However, beyond numbers, the campaign also successfully reached a number of previously underrepresented groups, supporting the original aims of the project.

ExploreStation film © BMCreative Video