On the train you can

Announced today, Rail Delivery Group (RDG), the membership organisation that works on behalf of the rail industry, has launched a new integrated campaign as part of the rail industry’s National Marketing strategy developed by the rail industry’s Customer & Revenue Growth team.

On the train you can, the creative strategy and campaign created by TMW, part of Accenture Song, aims to show how travelling by train is a way to reclaim quality time for what matters.

Data and insight highlighted that associating rail with human connection and time well spent not only helps create a stronger emotional response but also drives consideration by showing the valuable gains you achieve when you travel by train.

The campaign has been developed by the rail industry’s Customer & Revenue Growth team and RDG in collaboration with the train operating companies.

TMW has worked alongside media agency Spark Foundry to deliver an integrated approach to maximise emotional impact. The campaign will unfold in three strategic areas of focus. The initial launch will establish the emotive foundation of the campaign – personal, human connection onboard the train, through high-impact above-the-line media, including TV, radio, cinema and large-format OOH.

Key film assets, 'Before', which will be going out across cinema and TV have been produced by Merman and directed by Ben Liam-Jones and warmly demonstrates how train journeys can unlock intimate moments to connect. Opening with a young couple falling in love on cobbled Mediterranean streets (which was actually filmed in Wales), the story is narrated by a grandmother recalling her youth to her granddaughter on board a train. When the granddaughter says, "I didn't know you and grandad met in Italy", Gran replies, "Oh no... we met the following year!". As they laugh and the next mischievous tale begins, the voiceover concludes: "Getting to know Gran before she was Gran. On the train you can."

For On the train you can, TMW developed a design system in which the iconic double arrow railway logo features loudly and proudly across all channels, ensuring every execution is unmistakably linked to the train experience.