CWA to steer Lumo’s PR success

A Leicester-based marketing agency is on track for growth after landing a major rail operator client.

CWA has been appointed by national open access rail operator Lumo to boost awareness of its affordable and sustainable train services. 

Newcastle-headquartered Lumo runs routes between Edinburgh, Newcastle and London on the East Coast, with a new Stirling to London line planned for 2026. 

Bosses say the partnership aims to expand Lumo’s national presence through focused media relations and creative campaigns. 

They add that CWA’s team, featuring a former BBC journalist and seasoned industry experts, has already secured high-profile coverage within the first month, including eye-catching stories like broadcaster Rylan’s ‘Lumo Smurfs train’ promotion and a feature on the ‘North South divide’ disappearing, which appeared on national press and TV shows such as This Morning.

Richard Salkeld, head of communications and partnerships at Lumo and Hull Trains, said: “I’m excited to be welcoming CWA onboard Lumo to support us with spreading the word about the brilliant, open-access service we offer which is valued by both our customers and communities. 

“CWA’s expert team have played a key part in our revolutionised PR results at Hull Trains and I’m looking forward to the team bringing their innovative and dynamic approach to Lumo. 

“It’s also great to be working with a company that shares our values of sustainability and supporting local communities.” 

Nicola Adams, managing director at CWA, which has supported Hull Trains, Lumo’s sister company, for many years, added: “We’re really proud to be working with Lumo, a business that aligns perfectly with our own values which are centred upon collaboration and creativity. 

“Lumo is a very exciting business, with an innovative approach to sustainability and offering affordable travel for all.  

“This new partnership builds on the success that we’ve seen in elevating the profile of Hull Trains. 

“We look forward to working with both operators to tell their story to the people that matter.”    

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