text: In November 2007, National Express announced plans to re-brand all of their operations under a new unified National Express identity. It was intended to achieve greater recognition for all the group companies, to coincide with recent acquisitions and after current rail operations had improved in reliability to warrant association with the established express coach image. It coincided with the appointment of a group director for all UK operations and relocation of the head office from London to Birmingham, bringing all operations under a single strategic management structure. Day-to-day management remained within individual companies.
  During February 2007, the Department for Transport announced that National Express, along with Arriva, First, and Virgin Rail Group, had been shortlisted to lodge bids for the InterCity East Coast franchise. In August 2007, the Department for Transport awarded the Intercity East Coast franchise to National Express, leading to the creation of National Express East Coast (NXEC) shortly thereafter. Under the terms of its franchise agreement, National Express committed to paying a £1.4-billion premium to the Department of Transport over a time span of seven years and four months. However, numerous rail analysts promptly voiced concerns that the company had paid too much for the franchise, and had effectively repeated GNER's mistake in order to secure the franchise. On 9 December 2007, National Express East Coast commenced operations, taking over from Great North Eastern Railway.