Avanti West Coast’s thoughtful influencer outreach is on the right track

Avanti West Coast gave a young railway enthusiast the chance to experience his dream job during a special visit to London Euston station, and the result is a joyful bit of earned creative.

Reaching out to brand enthusiasts is always a powerful PR play, but when it helps make someone’s dream come true, it hits harder. Avanti West Coast proved this when they welcomed Joshua Emmett, 11, from Stoke-on-Trent, to become a ‘rookie train driver’ for the day after discovering his passion for the railway.

Joshua, you see, is something of a train buff – travelling between his local railway stations in the hope to see his favourite and rare trains. His visits to Crewe are his favourite, because of the friendly drivers and the opportunity to see terminating and night trains.

The right approach

Joshua’s tutor, Lauren Rhodes, approached Avanti West Coast, asking if a unique experience to support his learning and aspirations to be a train driver could be arranged.

Lauren explained that due to anxiety, these outings are some of the only times Joshua leaves his house and are one of the few activities that bring him joy, a sense of confidence, and social interaction.

“I’m a huge advocate for experiential-based learning and felt a sneak peek into the railway would support Joshua,” she said.

“As soon as I met Joshua, I could see his absolute love and passion for the railway. I found it truly inspiring. He taught me lots about trains and I could see how much they meant to him – it is beyond a hobby!”

The 11-year-old railway enthusiast established his own YouTube channel a year ago called ‘The Secret Train Spotter’ that features videos with tips and sounds of horns. He dedicates his spare time to recording videos, editing and engaging the train enthusiast community.

Inspired by his story, the intercity operator invited Joshua for a day on the West Coast Main Line with his family – travelling on a Pendolino train from Stoke-on-Trent to London, where they enjoyed a tour of the driver’s cab.

Joshua then took to the controls of a Pendolino train simulator and gained an insight into the job.

The sounds of trains is what the rail enthusiast is most passionate about. His favourite train horn is that of a Class 82 locomotive and during his trainspotting adventures he often gets the chance to sound horns.

“I love the railway – especially the sounds and different trains. My favourite livery is Avanti West Coast’s Progress train because of the rainbow colours. I feel honoured to have been given the chance to drive a Pendolino,” said Joshua.

“I want to become a train driver because I want to help people get to their destinations. I love looking out of the window and seeing the sights. Being able to have a view from the driver’s cab would be amazing!”

Joanna Buckley, Avanti West Coast Community Manager, said: “It was a pleasure welcoming Joshua to Euston station to become a train driver for the day. His passion and enthusiasm for the railway was brilliant and he showed great potential in the driver’s seat.

“Trains mean a lot to Joshua, which is why we were keen to make his experience special and spur him on to pursue a career in rail – it’s especially fitting as the railway marks its 200th anniversary and wants to inspire the next generation. We wish Joshua all the best with his studying and hope his dream of becoming a train driver comes true one day.”