Ferrovie dello Stato: new contract won in RTI with VML and The & Partners
Mashfrog Group, in RTI with Wunderman Thompson and The & Partners, has won the tender for the external communication of the Ferrovie dello Stato Group.
The tender issued by Ferrovie dello Stato for the group’s external communication was structured into three distinct lots. Mashfrog Group, in RTI with Wunderman Thompson and The & Partners, secured the second lot. The framework agreement has a total value of €20 million, with Mashfrog and its partners managing 30% of the activities.
Objectives and communication strategy
For over a century, Ferrovie dello Stato Italiane has been one of the leading companies in the transport and logistics sector in Italy. With over 9,700 trains running daily across 17,600 kilometers of railway lines, the company manages routes ranging from high-speed Frecce trains to regional services, providing high-quality transport to millions of passengers every year.
The new external communication strategy, the subject of the tender, aims to reposition the brand and highlight the full range of services offered. Mashfrog, together with Wunderman Thompson and The & Partners, will be tasked with developing commercial and institutional communication campaigns, promoting the excellence and reliability of the FS Group across the country.
The project will adopt an integrated approach, including the creation of Above The Line (ATL) and Below The Line (BTL) advertising campaigns, photographic shoots, and graphic adaptations for various platforms, ensuring effective and widespread communication. Our involvement will cover all areas of the Ferrovie dello Stato service package, contributing to enhanced brand awareness and a stronger corporate image.
Timelines and project team
The contract will span three years (2025–2027), with operational activities commencing in the first quarter of 2025. Mashfrog will assign its Content & Creative Solutions BU to the project, dedicated to communication and marketing. This team specializes in strategy, creativity, and multimedia production, including branded content and entertainment, podcasts and videos, design, and much more.
A significant victory and a strengthened partnership
We are thrilled to have secured this important assignment for Ferrovie dello Stato, a highly prestigious client representing a further opportunity for growth and visibility. This achievement also strengthens our long-standing partnership with Wunderman Thompson, with whom we have been collaborating synergistically for some time.
