Beetroot

The brief
When your job involves working at night maintaining the Tube, you want communications that speak your language.

That’s the brief we were given by Metronet, the company responsible for renewing and maintaining two-thirds of London’s underground rail network. Many Metronet staff are based in depots or small, remote sites along the Tube network and they’re passionate about the Underground.

Our response
A newspaper. But not just any old newspaper – it had to be tabloid. That meant short, punchy copy with lots of puns and pictures. And so Spotlight was born. It quickly became a big hit with staff, moving from an 8-page bi-monthly to a 16-page monthly newspaper.

When Metronet went into administration in 2007, it brought troubling times for staff and a hunger for credible information about the company. So Spotlight jumped up a gear. We redesigned the newspaper in a fresh, modern style, but we kept our editorial principles intact.

And it works. Since it was launched in January 2004, Spotlight has picked up five awards. But more importantly, the readers like it too!

 Client feedback