The secret to success

People often ask me, “What’s the secret to your award submissions?”  

Effective storytelling is often the difference between a partnership being seen as a transactional sponsorship arrangement and being recognised as a meaningful force for positive change.  

The recent successes of so many organisations at the Corporate Content Awards demonstrates how powerful narratives can transform purposeful partnerships into campaigns that resonate with customers, communities and stakeholders.  

At Lumo and Hull Trains, we proudly secured two gold and two silver awards, with judges recognising campaigns that successfully combined creativity, social value and authentic collaboration.  

At the heart of every successful partnership is a story worth telling or a message worth sharing. Organisations increasingly understand that simply placing logos alongside one another no longer captures attention or delivers lasting impact.  

Instead, audiences respond to stories that connect emotionally, demonstrate shared values and show tangible outcomes. Hull Trains’ award-winning English Tourism Week campaign, delivered alongside Visit Hull & East Yorkshire, is one example I’m proud to celebrate.  

Rather than simply promoting rail travel, the campaign used engaging content and local storytelling to celebrate the region’s unique character, encouraging visitors to explore Hull and East Yorkshire while reinforcing the role of rail in supporting tourism and local economies which was all masterfully hosted by a presenter with a proud local accent.   

The same principle applies to community partnerships. The joint Pride Summit delivered by Lumo and Hull Trains, which secured a gold award for Best Use of Content with an Existing Community, succeeded because it focused on people rather than corporate messaging.  

By creating a platform (no pun intended!) for discussion, inclusion and engagement, the initiative demonstrated how storytelling can amplify underrepresented voices and strengthen relationships with communities. Importantly, the campaign moved beyond awareness and helped build trust through genuine dialogue and long-term commitment.  

Perhaps the most powerful example is The Poppy Express campaign. Working alongside Royal British Legion volunteer Denis Scaife and his wife Barbara, Hull Trains and Lumo created a story centred on dedication, remembrance and community spirit. The campaign raised more than £37,000, but its impact extended far beyond fundraising.  

By putting Denis and Barbara at the centre of the narrative, the campaign transformed a charitable initiative into a compelling human story that inspired customers, colleagues and media alike. The resulting award recognised not only the funds raised by the dedicated veteran, but the ability of storytelling to create a lasting emotional connection.  

For organisations such as Lumo and Hull Trains, storytelling is not simply a communications tool; it is a strategic asset. As open access operators that depend on customer choice rather than government funding, building meaningful relationships with communities, destinations and partners is essential.  

Effective storytelling enables those partnerships to come alive, helping audiences understand not just what organisations do, but why it matters and helping build advocacy. Whether championing tourism, supporting charities, promoting inclusion or strengthening local communities, purposeful partnerships achieve their greatest value when their stories are told in a way that inspires, engages and delivers lasting impact. 

So, when it comes to award entries, yes, there’s an element of how the submission is crafted, how the evidence is presented and how the results are articulated. But, most importantly, it’s about the work that has been done to give voices to people, communities and causes that deserve to be heard. 

The strongest entries are rarely built around organisations talking about themselves. They are built around real people, genuine partnerships and measurable impact. They showcase what happens when businesses move beyond transactional relationships and instead use their platforms to champion places, support communities and create positive change. 

For me, the secret is simple. Find partners who share your values, put people at the centre of the narrative and be authentic in your purpose. Then tell the story in a way that makes others care as much as you do. 

If you do that well, the awards tend to look after themselves.