Petards Rail

Background

Based in Gateshead, UK, Petards Rail is a global provider of intelligent train technology and its heritage in rail dates back to 1992.

Petards Rail’s eyeTrain solutions deliver digital on-train surveillance subsystems to maximise passenger safety, optimise train performance, and meet ever increasing passenger and industry demands.

Our approach

Petards’ solutions for both the railway and defence sectors had previously been positioned under one brand – Petards – despite having been developed for different audiences.

The company required a distinct brand shaped to the needs of the rail industry and one that would truly represent its innovative technology and USPs. Aligned to this was a need for a marketing strategy tailored to the rail sector, to help Petards boost its market presence and reach decision makers in this industry.

Solution

• An internal communications audit to identify how marketing could support Petards’ staff, and to help shape its vision, mission and values
• A marketing strategy and schedule, including key tactics, underlined by an external communications audit
• Creation of the Petards Rail name and a new brand identity, including a logo, strapline, visual style and messaging
• Brand launch and refreshed marketing collateral

Results

• Petards Rail now has a platform for future growth, thanks to a distinct brand identity and a marketing strategy based on extensive research
• Horizon Works is now delivering Petards Rail’s marketing strategy on a retainer basis – and this is helping it to engage with key target audiences