"Let's get back on track" - New advertising campaign

[Non Multi]

As a pretty frequent user of the railways I would say there should be a campaign to discourage people from travelling by train at the minute because the current system can barely cope with current demand let alone anything more!

Where to start... cancellations, trains replaced by buses, abysmal sunday services, short formed services, distinct lack of advance tickets. As a random example of many - went to the peaks last weekend - 6.36 Nottingham to Chinley 2 carriages (short formed) packed and standing only from Chesterfield, this at 7am, is this an image that will encourage people back to trains? Returned Sunday, awful combination of cancellations and bus substitutions.

I am in favour of more people using trains but the infrastucture and conditions are simply not there at the minute to enable this to happen in any successful way.

A targeted regional campaign would make more sense. For example, some London & South East commuter lines aren't particularly busy at the moment.

 

[Ianno87]

This, 100%, every time.

No use shouting about a wonderful product when it isn't (even if it's through no fault of the product provider).

It just causes the opposite effect, and cynicism. Why are the spending money on such adverts when they can't provide trains? etc etc

I think there's a motive of getting people ready for September, when leisure travel would otherwise naturally dip, but timetables should be ramping back up again.

Gets people planning thinking about trips into the Autumn and booking fares, not just here and now.

 

[ChrisC]

I think there's a motive of getting people ready for September, when leisure travel would otherwise naturally dip, but timetables should be ramping back up again.

Gets people planning thinking about trips into the Autumn and booking fares, not just here and now.

That’s probably quite true in some parts of the country but certainly not here in the East Midlands. I can’t see EMR ramping up their local routes timetables in September as that’s only a few weeks away and they can’t even run the current greatly reduced timetables without cancellations and crowded short formed trains. I’m sure that I read somewhere that the temporary reduced timetables may be operation until December.

I was in London a couple of weeks ago and it was great to get back to travelling by train. I found most of the trains around London running fairly smoothly and they were not crowded. It was good to get back on the trains and I would like to be able to confidently do the same at home. I had planned to do a 7 Day East Midlands or Heart of England Rover but not with such a reduced timetable from my local station. Here at home in the East Midlands the local services are so poor and unreliable that I am now using my car far more and also enjoying days out by bus. Even with Covid rates now much lower and being double vaccinated, I still don’t want to travel on infrequent overcrowded short formed trains.

 

[HarryL]

Had noticed a few posts from the GWR social media channels showing graphics from these, had thought it was a them thing. The ad isn't quite as good as the TfL ones that have been running recently though in my opinion.

I think it's designed for signage, not displays. Though that is a point - what's GBR's preferred type for screens?

Rail Alphabet 2 is designed for basically all uses, not just the signage. Using Gill Sans here instead is a missed opportunity.

 

[davetheguard]

Me too. Very impressed.

And me. Great stuff, and I really liked the double arrow usage.

 

[dk1]

And me. Great stuff, and I really liked the double arrow usage.

So did I. I know it’s always been there but to a limited extent.

 

[40129]

Great advert which will hopefully attract people back to the railways once the summer leisure boom ends in September.

I kinda get what some posters are saying about the level of service in some parts of the country and questioning whether the campaign might be premature. However, I would opine the following:

We are now in the middle of August and a lot of advertising is aimed at readying consumers for a future event, e.g. back to school clothing adverts in July (often before the long vacation has started). This commercial imho is aimed at encouraging people to get back on the trains in the next month or two, i.e. when a potential return to the office might reasonably expected to start.

The current level of service reductions and cancellations appears to be down to a combination of 3 issues coming together at once - the pingdemic (which should be over very soon as more people are double vaccinated and don't need to self-isolate), peak annual leave and lack of overtime volunteers season (should resolve itself in 2-3 weeks), and the medium term impact of the pandemic on staff recruitment and training. It therefore wouldn't surprise me if many of those operators currently affected by reduced services and cancellations are able to restore a significant number of services within the next month as self isolations decrease, annual leave numbers fall and overtime volunteers rise. Indeed AFAIK, the service reductions have largely happened in a way that allows them to be undone relatively easily, i.e. trains temporarily removed without the timetables being recast which whilst producing some 'unbalanced' schedules in the short term, should enable relatively easy reinstatement in the medium term as the paths are effectively preserved.

Incidentally, my regular journeys take me on TfW, London Northwestern and Avanti West Coast. I would normally include Northern but they don't seem to be operating on the North Cheshire line right now which is making some TfW services a little cosy

 

[yorksrob]

I heartily approve of the campaign.

Yes, there are some routes struggling as others have said but lets face it, there will never be a time when there aren't some routes struggling. In the meantime, it's good to let people know that they're welcome on the trains again.

 

[WestRiding]

Get the services back up to normal levels, fix the trains/aircon so they do not feel like sweaty disease incubators, discourage sneezers and coughers from travelling and then we can talk. Until then, even a railfan like me will be doing much more by bike, regional bus (because I am only exposed to 30-60 people not hundreds) and even car.

Leave the train levels as they are. Trains have never ran so well to time through Sheffield. Proof that we were running too many for the infrastructure available.

 

[irish_rail]

Loving the use of the double arrow. Such an instantly recognisable symbol. And if I may say rather classy looking. I like the advert overall, though not sure opening with a sprinter was the best choice of first train to see, surely an IET would have been better ?

 

[Watershed]

Loving the use of the double arrow. Such an instantly recognisable symbol. And if I may say rather classy looking. I like the advert overall, though not sure opening with a sprinter was the best choice of first train to see, surely an IET would have been better ?

Set expectations low and then exceed them?

The intention here is good but with a backdrop of virtually all operators running a reduced service, Advance tickets mostly unavailable until 6 weeks out on weekends, and continuing announcements about masks and social distancing, the railway remains less attractive than before. And certainly not back to the 'old normal' that the advert seems to be alluding to.

Oh and I'll never forgive the use of Gill Sans on an advert that wants to be taken seriously!

 

[squizzler]

We are now in the middle of August and a lot of advertising is aimed at readying consumers for a future event, e.g. back to school clothing adverts in July (often before the long vacation has started). This commercial imho is aimed at encouraging people to get back on the trains in the next month or two, i.e. when a potential return to the office might reasonably expected to start.

Quite. I think a lot of us misunderstand how branding works. People who watch a commercial on the telly won't immediately rush out and buy the product. Rather it works on a drip effect into people's consciousness that alters their behaviour subconsciously over time. This is what makes advertising and branding so insidious! In a few months of regular screenings, people will probably begin to consider the train for a day out.

As an advert it is quite good, and it is good to see the double arrow used so prominently. It has long been considered one of the most successful logos in the UK, and seeing it presented in a fresh modern advert shows it still stands comparison with the logo of any big multinational. (Edit: a point already made by @irish_rail )

 

[Class360/1]

In my Opinion, this is a great campaign; in a way similar to the RDG’s advert in 2001 getting back on track after a rough period advert.

I agree with some forum posters about the timetable, TFW and EMR really stand out when it comes to infrequent timetableand some services being short formed.

Of course we are in the summer holidays, so services will be really crowded. Adding to that there is a peak of employees on leave because the weather is nice and those with children will want to spend some time with them.

In terms of the so-called ‘pingdemic’, that should soon end with double vaccinated people being exempt from isolation.

That being said, in some regions like Anglia, we haven’t been too hard hit and there is space on most off-peak trains. So in some respects, it is right for these campaigns and I have never seen some small, rural branch lines ever so busy in a long time. As well as that, it provides great days out and some people will come back to the same location every year.

Good in the short term and maybe Good in the long term as well.

 

[cnjb8]

That’s probably quite true in some parts of the country but certainly not here in the East Midlands. I can’t see EMR ramping up their local routes timetables in September as that’s only a few weeks away and they can’t even run the current greatly reduced timetables without cancellations and crowded short formed trains. I’m sure that I read somewhere that the temporary reduced timetables may be operation until December.

I was in London a couple of weeks ago and it was great to get back to travelling by train. I found most of the trains around London running fairly smoothly and they were not crowded. It was good to get back on the trains and I would like to be able to confidently do the same at home. I had planned to do a 7 Day East Midlands or Heart of England Rover but not with such a reduced timetable from my local station. Here at home in the East Midlands the local services are so poor and unreliable that I am now using my car far more and also enjoying days out by bus. Even with Covid rates now much lower and being double vaccinated, I still don’t want to travel on infrequent overcrowded short formed trains.

Yes I completely agree, what’s happened with EMR this year has been unacceptable! Losing the Matlock to Nottingham direct train has caused a lot of hassle and waiting around Derby station, who would want to come back to that?

 

[dk1]

In my Opinion, this is a great campaign; in a way similar to the RDG’s advert in 2001 getting back on track after a rough period advert.

I agree with some forum posters about the timetable, TFW and EMR really stand out when it comes to infrequent timetableand some services being short formed.

Of course we are in the summer holidays, so services will be really crowded. Adding to that there is a peak of employees on leave because the weather is nice and those with children will want to spend some time with them.

In terms of the so-called ‘pingdemic’, that should soon end with double vaccinated people being exempt from isolation.

That being said, in some regions like Anglia, we haven’t been too hard hit and there is space on most off-peak trains. So in some respects, it is right for these campaigns and I have never seen some small, rural branch lines ever so busy in a long time. As well as that, it provides great days out and some people will come back to the same location every year.

Good in the short term and maybe Good in the long term as well.

Spot on.

 

[BackOnTheTrain]

Pretty advert. I like the double arrow. I don’t like the lady with her hand all over her mask. Wear it properly — which includes not touching it — or don’t wear it at all. It normalises wearing the things incorrectly as it is.

What would encourage some to return to the trains would be some kind of offer for all those railcards that didn’t get used last year due to lockdowns. Probably a bit late now, but something like an extra 6 months if you had one last year and renew/buy it again before the end of this year would encourage some people.

 

[Andyh82]

Constant Greater Anglia adverts throughout the pandemic as well as sponsoring ITV Regional Weather.

Northern have got an ad campaign running as well which I’m guessing is airing on the northern versions of ITV

I’ve also seen some recent adverts for LNER

 

[trebor79]

Pretty advert. I like the double arrow. I don’t like the lady with her hand all over her mask. Wear it properly — which includes not touching it — or don’t wear it at all. It normalises wearing the things incorrectly as it is.

Don't like the mask thing full stop but I guess it was inevitable with current guidance in England and law elsewhere.
FWIW any time I see an ad with a bunch of people pretending to be overjoyed whilst wearing a mask, I make a mental note not to buy that companies good to services.
I don't want the things normalised.

 

[Llandudno]

Decent enough advert, although I probably prefer the Northern ad,

but, there are still too many negative messages on the trains themselves,

one of the electric Northern trains from Blackpool I travelled on today still has a large area cordoned off so that the guard could do their duties, an EMR train advising customers to not sit in aisle seats and making it sound that masks are still mandatory.

TfW meanwhile still not stopping at certain stations due to social distancing measures…

 

[js1000]

I can't help but feel considering many areas are still dealing with massive service reductions compared to pre COVID this is just too early. Sort the services out first and then advertise. I actually quite like the ad, but I know a lot of reactions will be people asking where their services are still!

This. Many TOCs are operating reduced timetables until September from Covid and increased numbers of staff on annual leave over August etc.

 

[Falcon1200]

I can't help but feel considering many areas are still dealing with massive service reductions compared to pre COVID this is just too early. Sort the services out first and then advertise. I actually quite like the ad, but I know a lot of reactions will be people asking where their services are still!

I agree, although the ad does need a rider; 'Get back on track (Except on Sundays in Scotland)'.

 

[Class360/1]

I agree, although the ad does need a rider; 'Get back on track (Except on Sundays in Scotland)'.

Yeah lol and they would need one for EMR as well!

 

[WesternBiker]

I was in London a couple of weeks ago and it was great to get back to travelling by train. I found most of the trains around London running fairly smoothly and they were not crowded. It was good to get back on the trains and I would like to be able to confidently do the same at home.

Glad you had a good experience - we went into Waterloo (from Wimbledon) on Sunday afternoon and it was a short (4-car) formation, and it was predictably packed - standing room only. It's clearly good that traffic levels are coming back to normal, but for some leisure travellers a jam-packed carriage on a Sunday may put them off travelling for a bit. Not sure why it was a short formation, as on the return it was 10 carriages.

 

[satisnek]

What a ghastly racket. Clearly pitched at people much younger than myself.

 

[Llandudno]

Just seen the new TV advert on Sky for East Midlands Railway, encouraging people to return to rail travel

It’s a decent advert, suggesting:
Visiting a restaurant in Nottingham
Gallery in London
Friend in Sheffield

no mention of visiting places where EMR are running reduced timetables, short formed services or routes affected by industrial action though…!

 

[backontrack]

National Rail are saying "Let's get back on track-"

AAAAAAHHHH!!!! Why do they want to get me???!??!?

 

[lammergeier]

Decent enough advert, although I probably prefer the Northern ad,

but, there are still too many negative messages on the trains themselves,

one of the electric Northern trains from Blackpool I travelled on today still has a large area cordoned off so that the guard could do their duties, an EMR train advising customers to not sit in aisle seats and making it sound that masks are still mandatory.

TfW meanwhile still not stopping at certain stations due to social distancing measures…

Agree with this about negative messaging. In Leeds station they *still* have electronic billboards telling people to travel another way if possible. Absolutely disgraceful that station management don't seem to care enough to remove them.

 

[fgwrich]

That was a nice advert, but I feel it should've waited until services were back up.

The experience in the advert definitely doesn't mirror the one the poor passengers on the West Coast Mainline are experiencing with Avanti.

Likewise for South Western Railway. Funny enough I was watching this advert / thread on the way back last night and met with the usual SWR delays and disruption. I think their version out to simply be:

SWR : Delayed Again.

That said, negative part over, it's a good catchy advert with a bit of John Newman, and hopefully a good bit of promotion for the railway after the last year we've had.

 

[yorkie]

Agree with this about negative messaging. In Leeds station they *still* have electronic billboards telling people to travel another way if possible. Absolutely disgraceful that station management don't seem to care enough to remove them.

Agreed. There are far too many out of date signs, notices and automated announcements which serve to discourage travel

Even some Guards make negative announcements.

Don't like the mask thing full stop but I guess it was inevitable with current guidance in England and law elsewhere.
FWIW any time I see an ad with a bunch of people pretending to be overjoyed whilst wearing a mask, I make a mental note not to buy that companies good to services.
I don't want the things normalised.

I completely agree; that one scene in the video spoilt it for me. If I wasn't so pro- rail, and determined to get back to normal, then if I had alternative means of transport I'd be seriously put off.

How anyone thinks normalising dystopia and showing it in an advert will encourage custom is beyond comprehension. These people seem to live on a different planet!

 

[Joe Paxton]

Good, upbeat ad. Puts over a strong positive message.

Didn't even notice that there was someone wearing a mask in it! Not something I get fussed about.

So thankful for vaccines and the amazing science and effort behind it all. Very keen for the rest of the planet to benefit too. That's something that I reckon's worth getting fussed about.