The Rail Delivery Group’s (RDG) new communications campaign – Britain Runs on Rail – goes live today, with adverts appearing in stations, newspapers and digitally.
It is the first time all train operators and Network Rail have come together to tell the railway’s story since the industry was restructured in the 1990s.
Britain Runs on Rail has been developed by the RDG which represents Network Rail and freight and train companies including Chiltern Railways.
The campaign shines a spotlight on the crucial role the railway plays in British life. The adverts give the general public an idea of how their money is being invested to help build a better railway.
With rail companies delivering a £50bn+ Railway Upgrade Plan, billions of pounds from taxpayers and increasing amounts from passengers are being spent building a bigger and better railway. The campaign will raise awareness of how this money is improving services and why the investment in necessary.
A key feature of the campaign will be a new version of the ‘double arrow’ logo. The famous emblem, originally designed in 1965, has become an iconic part of Britain's design landscape as the identifier for the National Rail network on road signs, station buildings, tickets and Railcards. While the logo will not change in these places, it has been refreshed for the campaign to reflect the modern rail industry where rail companies are working together ever more closely.
Paul Plummer, Chief Executive of the RDG, said:
“The railway is an ever more vital public service, making a crucial contribution to national life. Billions are being spent building the railway the country needs and that passengers want and we must explain where that money is going and why it’s needed.
“Our goal is to sustain support from the public and private sectors for continued funding of rail. There are many challenges and tough choices that government, the industry and the country face if we are going to deliver better services. Our campaign will help to encourage that debate.”
Dave Penney, MD of Chiltern Railways said:
“We’re excited that Chiltern Railways is supporting this game-changing campaign. As we invest to improve passenger experience, it’s really important we continue to communicate how and why these changes are taking place. We look forward to working with the RDG as the campaign rolls out”.