Media centre

Monday 22 Nov 2010

LOCALS ON BOARD FOR RAILWAY AD CAMPAIGN

Region & Route:

Scotland’s Railway: Scotland

As work on the new Airdrie-Bathgate Rail Link nears completion, Network Rail has taken the opportunity to raise awareness of the project in Scotland through localised advertising and promotions.

Using real-life case studies, the multi-channel campaign aims to explain the benefits of the line to potential passengers living near the new rail route and highlight Network Rail’s successful completion of the £300m infrastructure project.

The campaign makes use of press and billboard advertising, radio promotions a dedicated film and PR campaign. The press adverts, film and radio promotion are being fronted by four individuals who live along the new route and volunteered their time to talk about how the line is likely to benefit their lives.

• Kelly Walker: A student living at home in Armadale, Kelly made the decision to study at Glasgow Caledonian University in the knowledge that the railway would make her daily commute much easier

• Alayne Clark: A recruitment consultancy owner in Bathgate, Alayne believes the new line will give her company a boost by opening up new job markets for potential recruits.

• Matt Birch: Matt is a music teacher who lives in Edinburgh but works in Airdrie. He believes that the new line will reduce the time he spends commuting dramatically, giving him more spare time and making him a better teacher.

• Jacqueline Walker: Armadale resident Jacqueline believes that the new lines will mean that her children will see their grandparents more frequently. She also makes regular trips to Glasgow for work and believes the journey will be far more convenient.

Ben Hall, Network Rail’s Head of Communications, Scotland, commented:

“We’ve devised a campaign which we hope will ring true with people. We’ve spent a lot of time out in the communities along the route over the last three years and we’ve met thousands of people who are really eager to see this railway open. We’ve tried to capture some of that enthusiasm to help explain why Network Rail has carried out this work and what it will mean to people.

“It’s important for us that this campaign was distinct from ScotRail’s marketing which will focus on the new travel options, fares and prices. This campaign taps into the reasons why railways are important for Scotland and why investments on this scale are so crucial as a catalyst for growth, recovery and regeneration.”

ENDS