Hotwire | Case study Resonate - Hotwire

12 MPs and 4 ministers

engaged with, including the Secretary of State and various Government officials

The challenge

Resonate were convinced that Network Rail were pursuing a flawed approach to the rollout of a traffic management system that would cost passengers and the tax payer more than a £1bn in missed savings and result in out-dated technology being deployed.

Political Intelligence, Hotwire’s Public Affairs partner, was appointed to lead and develop a political campaign strategy to ensure that concerns with the programme were heard. In conjunction with this, Hotwire created a bespoke press programme targeted at rail industry correspondents in the national media.

national press coverage

in The Daily Mail and The Guardian, and trade coverage on Politics.co.uk and The Information Daily and rail industry trades

Our answer

First, we developed messaging that chimed with a political audience. This involved translating a complex, technical issue into something understood by a non-technical audience and clearly articulated key political trends around technology, the role of SMEs and efficiencies.

Secondly, we identified key political targets and set about implementing a political engagement programme. This started with local MPs, and moved on to those with an interest in transport, rail, technology and procurement. This included relevant select committees, Government, the regulator and ministers. In addition to this, Hotwire identified a series of rail industry influencers including journalists and industry specialists with a prominent social media following.

Through this engagement local allies were secured, MPs with a particularly policy interest in transport and efficiency were brought on board and the opposition were briefed. Resonate further built and developed relationships with allies though a parliamentary dinner. Hotwire helped to increase interest in this area by arranging national media briefings with key influencers and securing targeted press coverage to raise awareness of the issues and questions around Network Rail’s procurement process.

To escalate concerns, members of the Transport Select Committee were briefed ahead of a hearing with Network Rail. During the questioning of the Chief Executive of Network Rail, the Committee secured an independent review of the procurement process and savings available on the programme, one that would be made public to the Committee.

Next, using existing allies, a visit to Resonate by the Secretary of State was secured. Following the visit, where he publicly praised Resonate’s innovation in a press release, a further review of the saving claims was ordered by the regulator.

Results

In putting traffic management on the political agenda we helped Resonate to:

  • Engage with 12 MPs, 4 ministers including the Secretary of State and various Government officials
  • Achieve national press coverage in The Daily Mail and The Guardian, trade coverage on Politics.co.uk and The Information Daily and rail industry trades
  • Cultivate long-standing political allies Ensure an independent review was put before Parliament
  • Bring about further review via the regulator
  • Put down several Parliamentary Questions

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