Open Agency nets First Group task

Rail operator First Group has appointed The Open Agency to redevelop the website of its TransPennine Express route, with a relaunch planned for late spring.

TPE marketing manager Dave Crocker selected the consultancy following a three-way pitch involving two incumbent groups. The Open Agency is briefed to overhaul the visual and functional elements of the site, replacing the temporary site that is currently at www.tpexpress.co.uk.

‘We are looking at how its existing identity works, and developing the look and feel in terms of colourways,’ says Open Agency creative director Gary Cooke. ‘The pink in the identity has been played down and we will be using it a lot more – it is still an unusual colour for a train operator.’

Additional functions will be built into the site, offering users a customisable home page that displays relevant live timetable information, as well as region- specific special offers.

The TransPennine Express franchise was created in January 2004 as a joint venture between First Group and private transport operator Keolis. The two companies are collectively injecting £260m into the franchise.

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