Leading open access rail operators Lumo and Hull Trains are celebrating major success after securing four awards at the highly respected Corporate Content Awards in London.
During a landmark evening, the two successful operators, alongside communications agency partner CWA, were recognised with two Gold and two Silver awards across a range of categories, showcasing the strength of their collaborative storytelling and creative content campaigns celebrating social value partnerships.
The Corporate Content Awards celebrate excellence in corporate storytelling, narrative and creative communications. Open to national entries, they are renowned for their highly competitive nature and recognition of standout work across the industry.
Hull Trains secured the Gold award for ‘Best One Off Content Campaign’ for its popular English Tourism Week campaign delivered in partnership with Visit Hull and East Yorkshire. Featuring TV and radio personality, Jack Marriner-Brown, the campaign successfully showcased the region’s unique offering, encouraging visitors to explore the area, while strengthening links between rail travel and local tourism.
A second Gold award for ‘Best Use of Content with an Existing Community’ was jointly awarded to Hull Trains and Lumo for their impactful Pride Summit. The initiative brought communities together, reinforcing both operators’ commitment to diversity and inclusion, while providing a meaningful platform for discussion and engagement.
The partnership between Lumo and Hull Trains also earned Silver in the ‘Best One Off Content Campaign’ category for The Poppy Express, a powerful campaign with Poppy seller Denis Scaife, that raised more than £37,000. The amazing initiative saw Denis and his wife Barbara fundraising on the East Coast Main Line, delivering a real and lasting impact.
Rounding off the accolades, Lumo and Hull Trains secured another Silver award for ‘Best Activation of Media Coverage’ for their North vs South campaign. Developed in partnership with CWA and GingerComms, this creative initiative asked the question of whether the great North South divide was a thing of the past thanks to the train. It generated strong engagement and national media and broadcast coverage.
This latest success builds on previous recognition at key industry awards, underlining the continued strength of both operators’ communications activity. As open access operators, Lumo and Hull Trains do not rely on government funding and remain committed to supporting the communities and destinations they serve.
Richard Salkeld, Director of Communications and Partnerships, Lumo and Hull Trains said:
“We’re absolutely thrilled to be recognised across four categories at such prestigious awards. These campaigns reflect the passion and creativity of our teams, as well as the power of collaboration between Hull Trains, Lumo and our partners.
“Whether it’s championing places to vist, bringing communities together or supporting good causes, we’re proud to tell stories that really resonate with our customers and the regions we serve.”
Anthony Yates, Destination Manager, Visit Hull & East Yorkshire added:
“We couldn’t be prouder to partner with Hull Trains. The company is at the heart of this community and they are a pleasure to work with. We enjoy the creativity and ingenuity of their campaigns and look forward to continuing that relationship.”
Peter Darrant, CEO, OUT North East commented:
“Working together with Lumo and Hull Trains on this campaign was so uplifting. They don’t just talk, they act and really help make a difference. It’s not a short-term commitment either, they make long-term promises and deliver tangible results for us.”
The awards were hosted at The Underglobe in London and brought together a range of domestic and multi-national companies, charity organisations and creative agencies.
