Case Studies

Rail track upgrade
Alstom Transport
East Midlands

After years of under-investment in UK railways, there was no longer a suitable test track where new trains could be put through their paces. Introduction of Virgin's high-speed tilting Pendolino trains for the upgraded West Coast Main Line would mean carrying out significant improvement work on a 13-mile stretch of old line that was perceived as disused by the surrounding communities.


Although nominally used for testing, residents were barely aware that trains still ran along its length, station houses were now homes and a restaurant had even extended onto one of the platforms.



A communications campaign would need to reassure residents that noise from frequent high-speed trains would cause no problem, that steel electrification masts were visually acceptable, and that the work was essential for the future of the UK rail system.



Working across two local authority areas, Pendragon established community liaison groups, a school visits programme, a sponsorships and donations budget and built good contacts with local authority members. Trackside residents received personal visits and ongoing contact, while construction problems were addressed via a Freephone inquiry line. Both local authorities approved the upgrade work with minimum local opposition, and the Pendolino is now in service between London and the North.

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