Figures are showing that leisure travel by train is still only half of what it was before the pandemic so for the first time since life was turned upside down by Covid-19, the rail industry is launching a marketing campaign in a bid to build customer confidence to get back on board trains and back to visiting the people and places they love.
The campaign which was launched earlier this week will see the advertisement appear on TV, video-on-demand, radio, online, social and will also include a billboard and poster campaign which will be at train stations, bus shelters and also shopping centres.
The advert features a strapline of ‘Let's get back on track' and is hoped to create a connection with people inspiring confidence to travel for days out, weekends away and meeting with friends and family.
The campaign is also expected to give local businesses a boost as research has found that leisure travellers arriving by train spend an average of £107 each trip which could bring £46 billion for the leisure sector according to research by WPI Economics for the Rail Delivery Group.
The rail industry has seen the biggest drop in passengers since records began due to the pandemic and with life getting back to normal, current revenue is showing just 56% of pre-pandemic amounts. Since restrictions were lifted by the Government there has been strong growth in leisure travel, with numbers being up 10% since ‘Freedom Day' on the 19th of July 2021. These figures are leading to concerns that a car inspired recovery may be underway especially as around 67% of people enjoying staycations this year asked how they will travel said they would travel by car with just 16% using trains according to a recent survey by VisitBritain.
Young people are the most confident in returning to rail travel, with 16 to 25 and 26 to 30 railcards seeing an upward trend of 6.5% compared to 2019 and outperforming industry expectations.
To help with the rail recovery and also help bring a boost to leisure based business train companies have created a competition for 12 people to win a free year of travel as part of a ‘golden ticket giveaway' with custom illustrated tickets designed by artist Claire Rollet. To nominate somebody who you think deserves a year of free train travel visit www.nationalrail.co.uk/goldenticket
Jacqueline Starr, Chief Executive of the Rail Delivery Group said: “As life starts to get back on track this summer, we're looking forward to connecting more customers with the people and places they love, whether that's a seaside trip with family, a night out with friends or a solo shopping spree. Taking a train is more than a journey, it's a step towards a fair recovery today – boosting businesses that have struggled throughout the pandemic – as well as a clean economy tomorrow.”
Andrew Goodacre, CEO of British Independent Retailers Association, said: “Independent retailers have been particularly hard-hit by the pandemic and right now they are working hard to rebuild their businesses and consumer confidence. Making the high street safe, sustainable, and accessible is our top priority.
“With a return to rail, independent shops far and wide will be more accessible – and trips more sustainable – than ever.”
Mike James, Food Tour Guide at Savouring Bath, said: “The pandemic has really taken its toll on small businesses, not just in Bath but throughout the country. A return to rail will have an immensely positive impact on the fortunes of our business and many others in the area. I'm excited for the next chapter and to help many more people discover this fabulous city using their tastebuds.”
Tracy Harrison, General Manager at The Principal York Hotel, said: “Being only steps from York train station puts us at a unique advantage, allowing for a seamless journey for our guests who travel to us via rail. We can see first-hand the considerable benefits that rail brings to our city, and we very much look forward to welcoming a return to normal service, and the perks it generates for our local economy and communities.”
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