Whoosh_rail technology launch - Siren Comms_
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Whoosh_rail technology launch  

the brief_

Siren was tasked with launching Whoosh’s Real-Time Journey Dashboard as they transitioned from onboard entertainment and advertising to this innovative technology with the aim of improving the overall journey experience and soothing travel anxieties. This included adapting their social media, website and current PR strategy.

The Real-Time Journey Dashboard is accessible through a QR code and provides bespoke travel information, the capability to order food from your seat and an outlet to communicate with your rail operator. Whoosh briefed the Siren team to drive awareness of this platform as they reached out to various train operators about putting the platform onboard. It was also essential that Siren build their presence within the travel-tech sphere and illustrate that this technology is vital to post-pandemic travel.

the approach_

Siren acted as an extension of the Whoosh team to build their brand with a variety of tactics, including positioning the CEO, Edmund Caldecott as a thought-leader within this space through securing him several opportunities. The team also wrote several award entries for Whoosh in order to illustrate the strength of the platform in bringing passengers back to rail for environmental and economic reasons. These concepts were mirrored through the website copy that Siren created to explain the extensive benefits of the Real-Time Journey Dashboard for both passengers and operators of the platform.

The team also looked for innovative angles to gain impressive coverage across key trade publications that Whoosh’s audience of transport operators would be reading. As Whoosh launched onboard two significant rail operators, Siren supported with relevant communications and interesting angles in order to gain coverage of the great work that the Real Time Journey Dashboard does.

We also knew that in this day and age, it’s imperative for any credible brand to have a strong social media presence so Siren built up Whoosh’s Twitter and LinkedIn to drive awareness of this technology as it launched with various operators. This social media presence was created echoing the informative and energetic tone of Whoosh as a brand whether that be through sharing #FunFacts of rail news or the latest spot of a QR code on Twitter. Furthermore, the team used LinkedIn as a great platform to demonstrate the brand’s knowledge of the travel-tech sphere and consistently share conversational pieces.

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