The Rail Delivery Group, train operators, Network Rail and the Great British Railways Transition Team are launching a new, thirty-second television advertisement to entice commuters, business and leisure travellers back to the railway will be launched tomorrow.
The new campaign is called Nothing Beats Being There, and uses scenarios to show how rail connects passengers to the people, places and things they love, which in turn supports local communities, boosts economic activity and drives a green recovery.
The popularity of leisure travel has seen revenue rise to 125% of pre-pandemic levels, but the latest industry figures show that overall revenue is still at around 78% of 2019 levels, because commuting and business travel are at considerably less than in 2019.
The advertising campaign calls on people to take the train in order to experience something in person. This might be attending a meeting, having business lunch or visiting some friends. These scenarios remind people of real-life experiences and suggest that there is no better way to experience them than by rail. Using a mixture shared social media footage and filmed footage, the advert seeks to boost demand from the leisure, commuter and business markets.
Presently, taxpayers are making up the revenue lost from the rail industry by up to £175m a month, so the rail operators see it as important to attract new and existing passengers back to the railway.
The advert was shot by the award-winning photographer, Sophie Ebrard after spending over five days travelling by train, and follows the Let’s Get Back On Track campaign from 2021 which saw more than half the people respond stating that the campaign made them feel more confident to travel again.
Jacqueline Starr, chief executive of the Rail Delivery Group, said: “Rail is fundamental to helping connect passengers to the people, places and things they love, supporting local communities, boosting economic activity and driving a green recovery. Nothing Beats Being There is a rallying call to customers to experience the power and joy of being there in person in a world where our lives have become more and more digital and screen-based.
“It has been over a year since the latest restrictions were lifted, revenue for commuting and business travellers has still not returned to pre-pandemic levels. So we want to use this campaign to encourage everyone back to rail, so they can experience what rail has to offer, and to help put industry finances on the best possible footing and secure rail’s long-term future.”
Responses
Kind of agree with all the comments here.
An example of the thing that will put people of rail travel is the emergency closure of sudden bridge closure and work at Didcot.Cross Country Trains are cancelling some of their trains and/ or bustitutions.These affecting other operator’s trains too but why are Cross Country not considering diverting trains on this long distance route (Manchester to Bournemouth).
Another factor affecting operations is the continuing uncertainty about the return of the 175 diesel units, currently undergoing safety work.These units units are the mainstay of TfW train opererations and we are not being kept updated about their return.
All these things are basics of train operating.
Until these sorts of things are sorted out many, many people will not return to the railway despite advertising campaigns like these.
Tried twice last year to use train for trips/ leisure. Both failed due to industrial action by train staff.
If the railways are so keen to get passengers back on board they should make the trains available and the staff to operate them too and stop (illicitly) using P* code short-notice cancellations.
On three occasions recently this abuse of the practice by SWR has severely disrupted my journeys, as train services have been halved from half-hourly to hourly on Saturdays. On one occasion local trains were cut to make space on the Guildford New Line for diverted mainline expresses and on another because SWR claimed it needed stock for Twickenham rugby extras – though it refused to say how many extra trains were actually run and why it couldn’t have just cut New Line trains from 8 coaches to 4 (Twick trains don’t run anywhere near the New Line and a glance at Wimbledon CS showeed there were ample 455s units sitting around spare that day). TPE, another FirstGroup TOC, does the same thing.
Cutting services and then lying about it won’t get bums back on seats.
Yes we would get back on board if the rail companies would run direct trains where we want to go and have a regular and reliable timetable, comfortable and modern trainstock with air con and nice clean carraiges and toilet facilities and not constantly doing engineering works when people want to travel in school holidays and every weekend and especially this weekend when we have no South East Trains, no Elizabeth Line and No Jubilee line and buses take forever it’s a joke , Network Rail and the suits in high office haven’t got a clue plus we are in the middle of a cost of living crisis and people can’t afford your excessive fare increases. Can’t get to the coast by bus, This campaign is a joke
The single biggest thing that would encourage people would be to cut the cost of fares. Recently two us travelled from Bristol to London, far far cheaper to go by car even allowing for tube cost in and out.
Had to check the date to make sure it’s not April fools day.
Really…. You can’t get a seat now. Standing is the norm. Not enough staff or rolling stock. Shorter train formations and tocs being told to take hsts and 91s out of service.
Do me a favour
Build it and they will come
Lower fairs, dependable services and seat…
People will soon flock back.
Its not rocket science