The requirement
Midlands Connect is developing plans to reintroduce direct rail services between Coventry, Leicester and Nottingham for the first time in over 20 years. Currently, only 3% of trips between Coventry and Leicester are made by train, largely due to the slow, inconvenient journey requiring a change at Nuneaton.
Ahead of submitting its business case to Government in summer 2024, Midlands Connect sought to build advocacy and understanding among stakeholders in the city regions and across Government, highlighting how the new rail link could drive economic growth, cut emissions, and strengthen regional connectivity.
The solution
JFG Communications led on the design and delivery of a targeted advocacy campaign focused on the power of sport to unite communities and tell compelling regional stories.
We engaged key football and cricket clubs – Coventry City, Leicester City, Nottingham Forest, Notts County, Leicester Tigers and Nottinghamshire County Cricket Club –alongside supporter groups and local businesses. Bespoke briefings, interviews and fan video content showcased how a new direct rail link would benefit fans, clubs and local economies through easier travel, higher attendance and reduced emissions.
The outcome
The campaign successfully built regional advocacy for the Coventry–Leicester–Nottingham rail link, positioning it as a project with widespread community and economic benefits. It involved a letter to the Secretaries of State for Transport and Culture, Media and Sport, respectively, and a video featuring sports fans explaining the benefits the rail link would bring to their clubs and the region.
By connecting the voices of fans, clubs and businesses, Midlands Connect strengthened its case for Government investment and advanced the narrative that better rail links mean stronger, greener and more connected cities and regions.
