Expressing it
Redhouse Lane is working with National Express to launch its new staff magazine, aiming to get all 18,000 staff across its rail, coach and bus services to think of themselves as one company, with one corporate culture. The first issue of Connect, a bi-monthly magazine, will be published in March. The editorial and design approach takes its inspiration from the Sunday supplements found in the UK's red-top tabloid newspapers. Like the supplements, the new magazine will appeal to a diverse audience with a style that keeps readers both entertained and informed. Martyn Brunt, Head of Internal Communications at National Express, is pleased with the progress so far: "Redhouse Lane is proving to be the ideal partner to help us bring our communications strategy to life. ‘In only a few short weeks they have begun to build a comprehensive understanding of our business, and working with Redhouse Lane so far has felt like having an extension to our team. I look forward to this continuing in the future.’ Feedback will be important, so readers – many of whom are operational frontline staff – will be able to text story suggestions, competition entries and views on particular articles straight to the editorial team. ‘Like its company vision – 'Making travel simpler' – we hope to make National Express's communications simpler, yet more effective. Talking to their rail and bus employees, at various stations and in focus groups, has really given us a sense of what employees care about, and we’re looking forward to incorporating that into the first issue,’ says Harriet McGann, Co-Head of Editorial. The magazine will promote integration, but also seek to increase awareness of National Express's five corporate values.
