There was a misconception in the market regarding the brand and some of its verticals were more prominent than the brand, for example The Standard Gauge Railway (SGR). The communication of KRC and its verticals was never streamlined and
it was jumbled up and there was need to structure it especially after the Government purchase of the Diesel Multiple Units (DMU) and the re-establishment of the National Commuter Rail (NCR).
No central point of communication as it was jumbled up with no structure to how it was being communicated.
HOW WE DID IT:
We developed a three year strategy for KRC that centralized their communication and catered for the verticals they wanted to be included. The strategic approach was to position Kenya Railways beyond just the transport category; positioning
Kenya Railways as not only in the transport business but it being in the economy expansion business as well.
A through the line campaign that was focused on Digital, ATL & PR. On the digital front;