VTG Rail UK
VTG Rail UK Ltd, the country’s largest private railfreight wagon company identified a gap in their UK rail wagon fleet – a lack of container carrying wagons.
With the deep sea container market growing, VTG built a business case to invest significantly in the design and build of a new, more efficient container flat wagon – the Ecofret.
Woodhouse was asked to develop a marketing communications strategy to bring the revolutionary new product to market. The objectives were to promote the wagon as a unique product that would change the economics of carrying containers, demonstrate its capabilities in a creative and innovative manner, generate leads and prospective clients and increase media exposure.
Woodhouse worked with VTG to arrange for the new wagon to be launched at Multimodal, a leading industry trade show held annually at Birmingham’s NEC. The Ecofret was displayed at the show, alongside an animation developed by Woodhouse to show in simple terms why the Ecofret made economic sense.
Woodhouse placed advertising and editorial with trade press to promote the benefits of the wagon and herald its presence at the event.
Woodhouse sent out invites to key players in the industry, inviting them along to the VTG Multimodal stand to meet the team and learn more about the wagon.
A further event with potential buyers was arranged by Woodhouse at a rail terminal in Tamworth. This allowed VTG to sell the features of the wagon, by demonstrating the prototype wagon in action.
An advertising campaign in trade press also launched the Ecofret to a wider audience.
The immediate result was an increased awareness about the wagon and its potential benefits amongst Railfreight companies and freight forwarders.
Ecofret wagons are today in use by the majority of major railfreight companies in the UK