Arriva Trains Wales (ATW)
Arriva Trains Wales (ATW) is one of Britain’s leading train networks, operating the railway franchise across Wales and its borders.
SCOPE OF WORK: ATW approached Engagesport in 2015 to help develop a commercial strategy and to develop meaningful partnership’s focusing on the organisation’s key objectives, that included:
- BUILDING STRONGER RELATIONSHIPS WITH KEY STAKEHOLDERS
- GREATER ENGAGEMENT & PRESENCE IN WELSH COMMUNITITES
- CREATING A PLATFORM THAT CAN HELP THEIR WORKFORCE STAY HEALTHY
Engagesport evaluated the market place for partnership opportunities that would fit the originations key objectives at that time whilst making sure that properties also aligned to the brands core values.
As a leading travel provider in Wales, the balance of brand awareness versus engagement with the community, ATW employees and key stakeholders, such as, Welsh Government and local councils was very important. We also needed to ensure the right partnerships were entered into with appropriate rights packages to deliver to Arriva’s objectives.
Subsequently ATW partnered with two large mass participation events in Wales, the Cardiff Half Marathon and Velothon Wales and also became the National Community Partner to leading governing body, Disability Sport Wales. We also provided further coverage in North Wales by way of further association for the ATW via the Llangollen Running Festival and an International Mountain Running event in Snowdonia.
Each partnership provided ATW the opportunity to develop and enhance stakeholder relations, grow their presence within the community, increase and promote a positive focus on disability and inclusion within the sector allowing ATW to become a leading provider in disability friendly train travel, meanwhile always enabling employees to be involved. Particular activations were put in place for ATW employees who benefitted from event entries, tailored training plans and nutrition guides – with hundreds of staff taking part. Sports clubs grew and staff became more engaged in a healthier lifestyle. Those employees not wishing to take part in the events were able to volunteer and still feel part of the ATW partnerships.
The relationship between Engagesport and ATW was hugely successfully, with ATW firmly establishing a greater connection with their staff, stakeholders and the community for the final years of their franchise contract.