Second phase for rail industry media campaign


TV advertisement highlights the industry’s value


The Rail Delivery Group has launched the second phase of its multi-media Britain Runs on Rail campaign which includes its first TV advertising spot.

The advert, which is also running in cinemas, demonstrates the railway’s value by showing its importance to people’s enjoyment of life and ability to travel to work, as well as its impact on reducing road congestion and making sure shops are stocked with goods.   

It highlights that the railway “brings Britain to life, carrying twice as many people as 20 years ago” and that the industry’s £50bn railway upgrade programme is providing vital improvements.

The second phase of the campaign also features adverts in stations, newspapers and on social media focusing on why the country needs to keep on investing in rail. Messages include:

Every day, people make over 4.5 million rail journeys to work, study or visit friends and family

Over the last 25 years, rail use has grown more than any other type of transport in the UK

Passenger journeys are expected to double again over the next 25 years

Government investment and commercial drive has created the safest and fastest growing railway in Europe.

The campaign also makes the point to the public that large parts of the railway are full following significant increases in services, and so ongoing investment is needed to improve reliability and modernise customer experience.


This article appears in the latest issue of Passenger Transport.

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