Better Travel by Train

How do you persuade people they should
travel by train?

Train patronage within the UK is on the up,
but it can still be a challenge to coax cosseted motorists out of their cars.

South Yorkshire Passenger Transport Executive (SYPTE) is the organisation facing this challenge in the South Yorkshire region with a major part of its remit involving encouraging ‘modal shift’ from the car to alternative forms of transport, including the
railway network.
 
As part of this exercise Bright were invited to help SYPTE encourage an uptake in rail travel following a competitive pitch to promote the Sheffield to Leeds fast train service. With journey times under 40 minutes and 20 trains per day the service offers a viable alternative to commuters who suffer regular delays travelling on the increasingly congested motorway network between the two cities.
 
An important requirement of the brief was also to produce a campaignable solution that could extend to promoting all rail transport in the region in the longer term.
 
Bright’s solution was to focus on the fact that, in reality, train travel often genuinely represents a more convenient and quicker alternative to the car.

Central to the creative strategy was the proposition line ‘Better Travel by Train’. This works on several levels and can underpin a variety of executions focusing on train-related ‘good news stories’. In the case of the Sheffield to Leeds fast train service the creative execution featured a line of stationary motorway traffic morphing into a fast moving train service.

Bright’s Director, Roger Shelton, commented “Like it or not the key to persuading people to undertake more journeys on public transport is to emphasise the fact that it can be a more convenient way to travel as well as being more environmentally friendly and socially responsible. We believe this campaign will help achieve this”.

Previously Bright has worked with SYPTE to help create the brand identity of the public transport network for South Yorkshire ‘Travel South Yorkshire’ and is currently involved in assisting with the roll-out of the brand throughout the region.

If you would like to know more: roger@bright.co.uk