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2001-07-09 ANG-001
Anglia Railways

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“It's time to return” - rail industry advertising campaign launched


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advertising
Anglia Railways
GEML
Great Eastern Main Line
Hatfield
Railtrack
Strategic Rail Authority



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Anglia Railways

“It's time to return” - rail industry advertising campaign launched
_______________________________________________________________


date
9 July 2001
source Anglia Railways
type Press release



The rail industry is poised to launch a multi-million pound national advertising campaign with the message “It’s time to return”.

The campaign, which commences tomorrow (Tuesday 10 July), is aimed at encouraging passengers to return to rail – in even greater numbers - following the problems caused by speed restrictions between October last year and April this year, as a result of the Hatfield rail accident.

The £3 million campaign is the first of its type to include the Strategic Rail Authority (SRA), Railtrack and all 25 train operating companies working together on a national marketing initiative, and has been largely funded by the SRA.

Advertising agency McCann Erickson has developed the campaign, which includes 96 and 48 sheet roadside advertising across the UK, press advertisements in national and regional newspapers and national television advertising from 10 July for three weeks.

The national campaign supports and complements the regional campaign launched by Anglia Railways at the start of the summer timetable at the end of May. Anglia Railways has developed a £350k regional campaign with Norwich-based agency The Point, including television and radio advertising and press advertisements. This concerted effort to demonstrate that services have returned to normal and passengers can travel with confidence, is already paying dividends as passengers return to Anglia Railways’ mainline services in increasing numbers.

Anglia Railways report that passenger numbers have returned to pre-Hatfield levels, with the joint campaign activity designed to restore the substantial growth in rail travel reported by the company in the first half of last year. In addition to restoring passenger growth amongst leisure travellers, Anglia’s own advertising has also been aimed at the business traveller and is supported by a number of special ticket offers and deals across the board. Anglia Railways has already promoted the successful “Pie n’Mash” campaign during March and April, with fares between Norwich, Ipswich and London as low as £10. A series of kids travel free and 2 for 1 offers are being promoted this summer, in addition to a major promotion with “Help the Aged” for the over 60s to travel anywhere on Anglia’s network for just £7.50.

Commenting on the Time to Return campaign, Tim Clarke, Anglia Railways’ managing director said:

“The national advertising campaign is a key element in attracting lapsed travellers back to our train services. Anglia Railways is investing heavily in our own regionally targeted advertising campaign, and the welcome support of the SRA and the industry in mounting the national activity will help to support the initiative of Anglia Railways in getting the message across to our customers that now is the time to return to rail.”

Editors note

Train services were disrupted following the Hatfield rail accident in October 2000 with numerous speed restrictions in force across the rail network. Anglia Railways’ mainline train services between Norwich, Ipswich and London were affected until the end of April 2001 when the full timetable was restored. Anglia’s local train services were mostly unaffected by speed restrictions during this period, but a number of ‘knock-on’ related delays resulted because of late-running connections, etc.

Anglia Railways’ parent company GB Railways Group plc recently concluded an agreement on compensation to be paid by Railtrack to GB Railways, relating to the disruption caused to train services by the speed restrictions. The agreement will assist Anglia Railways in the ongoing provision of promotional offers and discounted fare deals this summer, as well as continuing to invest in improved service standards and performance.

Under the deal GB Railways receives £1,925,000 from Railtrack to cover all its subsidiary companies including Anglia Railways and Hull Trains. Anglia Railways has already paid out over £1 million in compensation to customers.



Railhub Archive ::: 2001-07-09 ANG-001





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