The Brighton Main Line
Improvement Project

300,000 people use the Brighton Main Line every day. Those passengers have suffered years of below par service, partly as a result of degrading infrastructure. The planned improvement work was a key part of a £300 million government-funded programme to tackle delay hotspots and boost the reliability of the line. We needed to ensure travellers were well informed about the closures required to do the improvements.

The idea: The Coastal Upgrade

The work was concentrated on a section of line between Three Bridges and Brighton and Three Bridges and Lewes. We needed an idea which was routed in that part of the country – so Sammy the seagull was born. A charming and relevant spokesperson (or spokesgull) for the entire coastal upgrade.