Lumo unveils redesigned Pride train showcasing LGBTQ+ partners

Newcastle-based Lumo is increasing its support across England and Scotland during Pride season, using digital billboards and dedicated train branding to highlight LGBTQ+ organisations.

The initiative is being amplified with outdoor advertising support from Ocean Outdoor, which has donated screen space in the city.

How the screens will look in Newcastle city centre (Image: Lumo)

Richard Salkeld, director of communications and partnerships at Lumo, said: “At Lumo, we believe everyone should feel able to be themselves and travel with confidence, which is why we’re proud to be supporting more Pride events and organisations than ever before this year.

“We’re delighted to be working alongside Pride Radio, Ocean Outdoor and our many Pride partners to help celebrate the incredible LGBTQ+ communities across the North East of England and beyond.

“Whether that’s through our Pride train, showcasing Pride organisations across the UK or supporting Pride Radio’s broadcast to audiences around the world, we hope our contribution helps ensure more people can feel included, represented and connected.”

How the screens will look in Newcastle city centre (Image: Lumo)

The operator has made a £1,000 donation to Gateshead-based Pride Radio, a not-for-profit station that broadcasts across the UK and internationally.

Pride Radio is broadcasting Newcastle Pride to audiences in 127 countries, including 38 where it is illegal to be LGBT+ and seven where it is punishable by death.

Peter Darrant, CEO of Pride Radio, said: “Pride Radio and Lumo share something special.

“We’re both proudly based in the North East but connect people far beyond our region every day.

“Together with Lumo and Ocean Outdoor, we’re taking Pride beyond the streets of Newcastle, helping more people experience the energy of Newcastle Pride, share in the celebrations and feel connected to our amazing city and its LGBTQ+ community wherever they are.

“That’s what Pride is all about.”

Lumo is also supporting Newcastle Pride by assisting with travel arrangements for headline artists and performers attending the city centre event.

Earlier this month, the company launched a dedicated ‘Pride train’ featuring artwork and branding from the LGBTQ+ groups it supports.

Keith Crisp, representing Ocean Outdoor, said: “Like Lumo, Ocean has a long tradition of supporting Pride events in the communities where we live and work.

“We are pleased to extend that to Newcastle using five of our large format screens to celebrate and support the LGBTQ+ community.”

Earlier this year, Lumo was named Best Small Employer in Scotland, in part thanks to the company demonstrating a clear commitment to inclusivity from how it supports customers, colleagues and the communities served.