EMR - Something new is coming

[MML]

I would have Miles up in front of Advertising Standards as not one of their trains is fitted with seats shown in the EMR adverts. Trade Descriptions Act should require Miles behind bars for fraudulent mis-selling.

 

[Skymonster]

It would be great to run a caption competition with a picture of Miles.

Here is my entry: “I don’t care if you had a reservation on the 13:45. We removed it from the timetable yesterday so you’re NOT getting delay repay compensation.”

 

[STINT47]

He's been to London for the day. Sadly he had to stand on the way down as the service was short formed. On the way back he couldn't enjoy the views as the windows were covered in mud and dirt.

 

[M7R]

now did they mean to give him a winky in that photo? Or did no one with childish humour look at it before it was signed off

 

[Ediswan]

He's been to London for the day. Sadly he had to stand on the way down as the service was short formed. On the way back he couldn't enjoy the views as the windows were covered in mud and dirt.

And is still waiting for his film to be processed.

 

[nathanclass323]

Noticed today that a statue of Miles has been placed out front of Derby station, right in front of the doors. Can’t help but feel like that thing looks like it’s some sort of bouncer at a club telling you you’re not coming in because you’ve had a few too many. Perhaps trying to discourage people from travelling to alleviate overcrowding on their services lol

 

[Baxenden Bank]

Noticed today that a statue of Miles has been placed out front of Derby station, right in front of the doors. Can’t help but feel like that thing looks like it’s some sort of bouncer at a club telling you you’re not coming in because you’ve had a few too many. Perhaps trying to discourage people from travelling to alleviate overcrowding on their services lol

The other day he tweeted a picture of himself holding a camera, off being a tourist somewhere. That was a much better image than, as you say, the pub bouncer image.

Perhaps Miles should only appear in public with arms unfolded, holding or carrying something.

 

[Dr Hoo]

Miles on bouncer duty at Chesterfield this morning, trying to dissuade passengers from attempting a day out on short- formed Norwich service.

 

[andy1571]

Miles has tipped up in Leicester this evening….is there more than one Miles?!

 

[yorksrob]

Poor Miles. If only he could have enjoyed the glory days of IC125 travel.

He's been let down.

 

[STINT47]

The miles sculptures were created by an advertising agency called m360 and he is designed to connect the EMR brand with customers. He has a proud but friendly pose that encourages customers to engage with him whilst the luggage inspires leisure travel across the network.

Full article and link is below. I'll leave others to decide how well this advertising works and if it's a good way to spend the marketing budget/the correct strategy.

Introducing...EMRs Miles! | EMR | m360

From initial design to launch, we helped East Midlands Railway (EMR) bring their magnificent brand mascot to life – meet EMRs Miles!

m360.co.uk

Introducing…EMRs Miles!​

Towards the end of last year, our longstanding client EMR approached us for help with a top-secret project. Their covert plan entailed a brand activation campaign that focused on the newest addition to their team – a lovable, friendly, purple character called Miles. After introducing Miles in TV advertising, EMR was planning new and exciting ways to connect the EMR brand with customers.

What better way to realise their ambitions than by installing a free-standing sculpture of Miles at all the major EMR stations; Sheffield, Chesterfield, Derby, Nottingham, East Midlands Parkway, and Leicester.

Armed with the seed creative, m360 got down to the task of turning a digital design into a physical creation. Collaborating with EMR and our sculptor, we brought Miles to life in a proud but friendly pose that encouraged customers to engage with the sculptures and share photos with the hashtag #selfiewithmiles.

Alongside general customer engagement, EMR wanted to inspire travel for leisure across their network. This desire was met through the addition of stylised luggage that aligns with the brand’s identity. The luggage is adorned with souvenir travel stickers implying Miles’ travels.

Despite being involved at all stages of the sculpture process, EMR was still surprised and delighted by the final results, and couldn’t wait to host grand reveals at key stations.

Miles was unveiled at Nottingham station by the biggest Miles fan ever; little Bob (@boblovestrains), who arrived with his own miniature Miles plush toy and a matching aubergine waistcoat. The second sculpture was unveiled at Sheffield station by EMR’s Managing Director Will Rogers, who spoke with the press about his hopes for public engagement with Miles and the wider EMR brand.

Keep a lookout for Miles popping up soon in more stations and take a #selfiewithmiles! What station do you think Miles will pop up next?