Avanti West Coast safety campaign celebrates another honour
Avanti West Coast wins second award for its festive safety campaign at The Drum Awards.
- Avanti West Coast festive safety campaign honoured at The Drum Awards
- Initiative recognised in ‘Social: Disruptive/Innovative Idea or Stunt’ category
- Low-alcohol brew introduced within campaign now a permanent feature on Avant West Coast First Class menu
An Avanti West Coast campaign which helped reduce the number of customer accidents along the West Coast Main Line during the festive period has celebrated winning its second award.
Honoured at The Drum Awards – an award ceremony that recognises companies and people across the marketing and communications industry – the intercity operator celebrated a win for the success of its festive safety campaign, which was created with social media agency, Cubaka.
This latest achievement is the second award Avanti West Coast has won for the initiative.
The festive campaign focused on reducing customer accidents at Avanti West Coast stations and onboard its trains in response to findings from the Rail Safety and Standards Board (RSSB) that accidents where intoxication may have been a factor rise by 45 percent during the Christmas period.
Using this insight, the operator introduced a new low alcohol beer named ‘Safety Thirst’, a 0.5 percent pale ale which was created in partnership with The Birmingham Brewing Company – an independent brewery local to the West Coast Main Line. Throughout the Christmas period, the brew was available to purchase from the shop onboard Avanti West Coast trains as an alternative low alcohol option for customers travelling home from their festive catch ups.
The RSSB backed the initiative alongside Drinkaware, who described the introduction of the 0.5 percent ale on Avanti’s services as a “great move” that will “help people cut back on their drinking”.
Due to popularity, the Birmingham Brewing Company drink is now as a permanent feature in First Class on board the operator’s services, stocked under its original name ‘Sober Brummie’.
Jo Bird, Communications Director at Avanti West Coast said: “We’re delighted that the innovative and fun Safety Thirst campaign has been recognised again as a successful initiative to help reduce customer accidents along the West Coast Main Line.
“The aim was to bring safety to the forefront of travellers’ minds at a time when it is needed the most. We didn’t want the advice to come across as lecture, but what our campaign achieved was to shed light a very important message in a fun and creative way – mirroring the festive cheer of Christmas and leaving a lasting impression on customers for the rest of the year.”
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Lauren Haslam
Notes to editors
Main image: (L-R) Nadine Lee from Cubaka, and Carmen Clarke from Avanti West Coast collect their joint award on stage at The Drum Awards.
About RSSB
The Rail Safety and Standards Board (RSSB) is the independent safety, standards, and research body for Great Britain’s rail network. We help to make an evolving railway safer, more efficient, and more sustainable.
About Drinkaware
Drinkaware is an independent charity which aims to reduce alcohol-related harm by helping people make better choices about their drinking.
We achieve this by providing impartial, evidence-based information, advice, and practical resources, raising awareness of alcohol and its harms, and working collaboratively with partners.
About Birmingham Brewing Company
Birmingham Brewing Company, brews accessible craft beers that Brummies can be proud of. Specialising in award-winning gluten-free and vegan beers, the brewery operates with a socially conscious attitude, using 100% renewable energy. Based in Stirchley, just a few miles south of Birmingham city centre, their beers are loved nationwide. Visitors can also enjoy them fresh from the source at the brewery's vibrant onsite taproom, open Thursday to Sunday. Cheers, bab!’
About Avanti West Coast
Avanti West Coast, operator of intercity rail services on the West Coast Main Line, is a joint venture between FirstGroup and Trenitalia, delivering a cleaner, greener railway that drives the West Coast forward. Avanti West Coast serves key UK cities, including London, Birmingham, Manchester, Liverpool, Glasgow as well as North Wales.
We’re on a mission to be the transport of choice – connecting customers and communities along the West Coast. Our award-winning Pendolino refurbishment programme transformed the UK’s hardest working fleet with all 56 of the iconic trains providing best-in-class comfort.
Our Evero fleet, which offers more seats, improved comfort, and a substantial cut to carbon emissions, was introduced in June 2024 and is the result of a £350m investment in sustainable travel. Built by Hitachi, the 23-strong fleet, consisting of 10 seven-carriage electric trains and 13 five-carriage bi-modes, serves routes from London to the Midlands, Chester, North Wales and the North West.
We want to make a positive difference to the people and places we serve – helping to drive economic growth, green travel, and break down barriers. Our efforts to contribute to society and enable people to benefit from the opportunities rail offers through purpose-led initiatives including Feel Good Field Trips and award-winning female driver recruitment campaign has seen us create over £1billion in social value impact.
We’re tackling climate change wherever we can, from reducing energy and water use to training drivers in eco-driving techniques and sourcing food and drink from local suppliers. Our goal is to be net zero carbon by 2031. We’re on track.
For the latest news, visit the Avanti West Coast Media Centre: https://newsdesk.avantiwestcoast.co.uk/
Press Office: 0845 000 3333