News from East Midlands Trains


East Midlands Trains staff become stars of new TV ads

  • Real-life customer stories brought to life in TV adverts, featuring two members of East Midlands Trains staff
  • Gemma from Derby and Shaun from Sheffield both appear in animated ads
  • New campaign highlights strong focus on customer service

Two members of East Midlands Trains frontline customer experience staff are set to get their 15 minutes of fame after the train operator unveiled its new TV advertising campaign, which will go live today (Wednesday 3 February).

Gemma from Customer Relations in Derby and Shaun from Sheffield station will both appear in the new TV adverts, which are based on heart-warming true stories demonstrating how East Midlands Trains staff go above and beyond to help their customers.

The first advert, which will be aired for the first time today (Wednesday 3 February), covers a true story involving Customer Relations Officer, Gemma, from Derby. It tells the real-life story of a small boy who had left his teddy on a train whilst on a visit to see his Granny and Grandad and was very upset. Despite her best attempts, Gemma was unable to track down the missing teddy, but had a brainwave – her own child had the same teddy at home that wouldn’t be missed, so Gemma took it up on herself to post the teddy to the child with a postcard saying how much teddy had enjoyed his holidays!

The second TV advert, which will be aired from 24 February to 10 March, features ‘Sir Shaun’, a member of the Customer Experience team from Sheffield, and involves a partially sighted woman getting extra special treatment from East Midlands Trains employee Shaun, who is also partially sighted.

As well as the animated TV adverts, there will be billboards across Sheffield, Derby, Leicester and Nottingham, posters at stations, direct mail and a social media campaign. The title of the campaign is “Trains on the outside, people on the inside”, and is designed to raise awareness of East Midlands Trains’ friendly characteristics and its strong customer service focus.  The campaign also highlights how easy it is to contact East Midlands Trains through its 24/7 Derby based customer contact centre.

Gemma, who has worked for East Midlands Trains in Derby for two years, said: “It was a real surprise to find out that I was going to be featured in a TV ad!  As a mum myself, I was really upset to hear about the poor little boy who had lost his teddy and luckily I was in a position to help.  We take all kinds of calls in our customer relations team, and it’s really great to be able to make a real difference to somebody’s experience of East Midlands Trains.”

Neil Micklethwaite, Customer Experience and Commercial Director for East Midlands Trains, said: “We have some fantastic people working at East Midlands Trains, and our new adverts focus on that and the great service we offer to our customers day in, day out.

“We hold an annual Great Service Awards event, where we ask customers and staff to nominate their customer service heroes. Through these awards, and from feedback received from our customers, we’ve heard some really heart-warming stories about the difference our people have made.

“The TV ads, which are the first we’ve run in many years, feature just two of the 2000 people who work for East Midlands Trains, and they are great examples of how our staff go above and beyond to help our customers, and we’re pleased to making them the superstars of our new campaign!”

East Midlands Trains has recently signed an agreement with the Department for Transport that will see its franchise extended to at least March 2018 and as part of that, will be investing around £13 million in a package of customer improvements with additional front-line staff, cleaner stations and trains, a better on-board service and new technology to provide faster and better customer information.

For more information or to tell a story about a great experience you’ve had with East Midlands Trains, tweet @EMTrains  #EMTStories or email  To view the TV ad, visit