Industry leaders consider campaign to highlight how rail benefits Britain
The Rail Delivery Group (RDG) is considering a long term national campaign to demonstrate how the railway benefits Britain and highlight the industry’s massive investment programme.
The group, which represents Network Rail and rail operators, has this week submitted a notice of its plans to the Official Journal of the European Union (OJEU), as a first step in appointing an agency to develop a campaign to launch in 2015.
The project, which would employ an integrated mix of media, would complement rail industry initiatives to improve the experience of passengers and respond to the needs of stakeholders.
The campaign would build on the RDG’s existing initiative, launched in autumn last year that delivered high-level messages throughout Britain’s train stations using platform posters and digital information screens.
Richard Flindell, the RDG’s senior communications manager, said: “The proposal is to develop and launch a major and sustained campaign targeting specific audiences including our customers, line-side neighbours and the wider public to demonstrate how the railway benefits Britain.”