The Brief Ep 12: Creating connections – how CrossCountry is bringing the human touch to rail

Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most extensive train network got to work building a new brand platform and launching an emotional film. But what have they learnt from it, what was the impact, and what’s next for CrossCountry?

For this episode, we’re joined by Colette Casey, Customer and Commercial Director, and David Mullins, Head of Brand Communications and Digital Strategy at CrossCountry, along with Vince McSweeney, Chief Creative Officer, and Haydn Russell, Associate Director at McCann Central.

What we cover in this episode

• The story behind the brand platform, ‘Take Us On Your Journey’
• The importance of bringing the human touch to rail
• How the platform was brought to life creatively
• Navigating industry challenges whilst launching a new brand platform
• The importance and impact of fluency and distinctiveness
• Why an advertising agency helped design a new look for trains
• What’s next for CrossCountry

About the speakers

Colette Casey is Customer and Commercial Director at CrossCountry. With extensive experience in marketing, sales, quality management and commercial roles, Colette has been central to the development of the brand as a long-distance operator over the last three years.

As CrossCountry’s Head of Brand Communications and Digital Strategy, David Mullins leads the marketing department of Britain’s most extensive network. Since joining two years ago, David has shaped CrossCountry’s brand communications, customer data intelligence solutions and digital strategy.

Originally from Melbourne, Vince McSweeney moved to the UK with his family in 2010, and in the blink of an eye, now finds himself quite a bit older and Chief Creative Officer at McCann Central. With brand experience in all sectors and disciplines, creative leadership for Qatar Airways, and a long list of national and international client wins to his name, Vince has also seen his work recognised at all major international award shows. Including Gold at Cannes for Mastercard and Dexcom

With 13 years of experience in category, brand, and communications research, Haydn Russell develops research programs and leads strategic insights for global and local clients at McCann. He supports the CrossCountry team in audience understanding, communications development, emotive positioning, and brand health measurement, collaborating closely with both internal and client teams to achieve impactful results.