UK: A ‘Nothing Beats Being There’ advertising campaign which aims to attract commuters, business and leisure travellers back to rail has been launched by the Rail Delivery Group, train operators, Network Rail and the Great British Railways Transition Team.
The advert was shot by photographer Sophie Ebrard after spending five days travelling by train, and follows the Let’s Get Back On Track campaign from 2021.
RDG said revenue from leisure travel has risen to 125% of pre-pandemic levels, but overall revenue is around 78% of 2019 levels, with commuting and business travel considerably down. As a result, taxpayer support is running at up to £175m a month.
‘Nothing Beats Being There is a rallying call to customers to experience the power and joy of being there in person in a world where our lives have become more and more digital and screen-based’, said RDG CEO Jacqueline Starr when the campaign launched on April 4. ‘We want to use this campaign to encourage everyone back to rail, so they can experience what rail has to offer, and to help put industry finances on the best possible footing and secure rail’s long-term future.’
