To launch a new class of train, we brought the machine to more than 7,000 professionals. Live demonstration lifts engagement by around 40% and makes a lead three times more likely, so we put the Class 93 on the ballast, branding already built. A phased campaign teased it, showed it, then followed up: sequential reveal raises intent, and people remember the peak and the afterglow. MPs and press walked the cab, the market met the future of their industry.