A brilliant promotion has put Lincoln on track for a top UK award. The quirky spectacle, starring five Lincoln Knights’ has once again propelled Lincoln into the limelight on the national stage.
Visit Lincoln’s innovative move to transport five characters from the Lincoln Knights’ Trail to London King’s Cross Station has resulted in the initiative being shortlisted for Best Marketing and Communications Campaign at the national Community Rail Awards 2017.
The awards are run by the Association of Community Rail Partnerships (ACoRP) which represents over 80 rail lines and more than 1,300 local groups across the UK. Set up 13 years ago the ceremony highlights the best work across the UK.
“When we took the Lincoln Knights to London our goal was to raise the profile of Lincoln as a place to visit by rail”, explained Charlotte Goy, Marketing Manager at Visit Lincoln.
“A lot of preparation went into organising the event and making it worthwhile, and whilst we’re delighted it’s among the best marketing campaigns of the year, what really matters is the positive impact it is having on people now visiting Lincoln and Lincolnshire by rail.
“We heard of one lady who’s visited Lincoln three times since seeing the Knights in London; whilst in London, we were approached by over 300 people wanting to know more about Lincoln, and we showcased the ‘Battle of Lincoln’ summer marketing campaign to three million people on the London Underground”.
The exhibition space at King’s Cross was secured by Lincolnshire County Council’s Community Rail Partnership. Other partners included The National Archives, links to Battles & Dynasties summer exhibition and Domesday Book on display at Lincoln Castle, along with Lincoln BIG’s event programme for the Battle of Lincoln anniversary.
Kaye Robinson, Community Rail Officer, said: “To be shortlisted for this award is a testament to the hard work we all put in to make this a great marketing campaign. Community Rail in the City really allowed us to work as one team to showcase Lincoln and the wider county and show how easy it is to access our fabulous city by rail. We're really looking forward to celebrating at the awards evening and if we take home the trophy it really will be the icing on the cake”.
Donna Adams, Stakeholder & Community Rail Manager for East Midlands Trains, said: "This was a great opportunity for us to work with Lincolnshire County Council and Visit Lincoln to promote the City of Lincoln as well as the Poacher Line Community Rail Line, which provides a link between Nottingham and Skegness. It's a real achievement to be shortlisted for this year’s awards and it's a great example of multiple organisations coming together for one common goal."