The Rail Delivery Group (RTG) has launched a new integrated campaign in collaboration with Network Rail and the Great British Railways Transition Team to act as a rallying cry to customers this spring.
Developed in partnership with creative agency Accomplice, ‘Nothing Beats Being There’ will launch tomorrow (4 April) spearheaded by a 30-second TV spot, set to be supported by activity across video-on-demand, out-of-home, digital and mobile gaming.
“Our new industry-led campaign encourages people to use the railways boosting revenue as well as supporting local economies and encouraging greener travel,” Great British Railways Transition Team head of marketing strategy, Penny Allen said.
“It is important that this work continues, even around periods of further potential action, to help put industry finances on the best possible footing and secure rail’s long-term future. Consumer research has been extremely positive to the work as it taps into a real appetite to live life fully and a desire to connect.”
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The campaign’s main aim will be to re-establish the pre-eminence of rail travel to its pre-pandemic levels, with research indicated that people are increasingly favouring staying at home despite a complete end to all COVID restrictions.
Accomplice CEO and co-founder, Ryan Lietaer added: “Coming into Spring, we wanted to seize the opportunity to lift the spirit of the entire nation and to inspire everyone to get out of the house and onto a train to experience everything that life has to offer.
“This is a head up, look forward, foot stomping campaign and it celebrates the critical role of Rail in creating joy and connection in our lives. We are thrilled to have something this powerful and timely going into the market.”
