Freshwater was appointed by the HS2 East partnership to manage the design and delivery of a campaign that would corral political and business support for the Eastern Leg of HS2 Phase 2, running between Birmingham and Leeds.
The Freshwater team developed a strategy to communicate the negative impact of not delivering on Phase 2 in full and on schedule to national decision makers and regional influencers.
An intensive engagement programme was supported by a distinctive new campaign identity and a suite of infographics to illustrate the promise HS2 holds for productivity, growth and connectivity.
Engagement with business leaders from across the North resulted in over a dozen public endorsements. A programme of engagement activity over party conference season resulted in meetings with key shadow ministers and MPs from the region. Working with IPPR North, we secured a platform for the leader of York City Council at a Northern Powerhouse fringe.
In keynote speeches during the project period and since, the government has confirmed its commitment to delivering the Eastern Leg and has published its West Midlands to Leeds route plan.