With lockdown restrictions all but lifted across the UK, railway brands Network Rail and Scotland‘s Railway have both launched new ad campaigns this week.
‘Onward‘, produced by the Leith Agency for Scotland‘s Railway, highlights the role of the rail network in keeping the nation moving during the pandemic, and the role of government investment in securing the network‘s future.
David Boyce, head of project communications, Scotland‘s Railway, said: “This new chapter in the Scotland‘s Railway campaign not only celebrates the heroic efforts our people have made to keep our railway running at such a vital time for the nation, it also signals the continued investment to help us get back on track, delivering a network that is going to be better and greener than ever.”
The spot, which uses a single tracking shot throughout a range of settings, features the Scottish landscape and the newly renovated Queen Street station in Glasgow.
The ad is the first phase of a wider campaign that includes creative for radio, out-of-home and social activity. Ed Brooke, executive partner at the Leith Agency, said: “We‘re very proud to have been re-appointed to help tell the continuing story of Scotland‘s Railway. As we recover from the pandemic, it‘s an opportunity to look back at the vital role it has fulfilled as well as looking forward to the continued investment and improvements being made and the commitment to a greener railway, which will be so important for us all in the years ahead.“
Meanwhile, ‘Let‘s get back on track‘, created for Network Rail by Accomplice, celebrates the ease of rail travel. Encouraging consumers to travel once more, it invites them to use rail to ‘explore more‘, ‘daydream more‘ and head ‘out out again‘.
Merel van den Boomen, marketing strategy director at Rail Delivery Group, said: “Rail is fundamental to helping people reconnect while also being at the center of the country‘s economic recovery from the pandemic, which is why the industry has come together to develop a national emotionally-engaging campaign to drive consideration of train travel and re-connect the UK.
“We can’t wait to welcome our customers back on our trains and are encouraging them to ‘seize a day’ and travel by train so they can have a relaxed journey, explore Britain and spend time with their loved ones again.”