Rail industry launches £3m campaign to lure back travellers

LONDON - The rail industry has launched a £3m advertising campaign designed to lure back customers who abandoned the train service after the disruption caused by the Hatfield crash last October.

The campaign, "It's time to return", was produced by McCann-Erickson. It will appear in TV, newspaper and poster formats until the end of July.



The ads represent the UK's 26 train operating companies together with Railtrack. They have collectively lost £300m in revenues from around 50m fewer passenger journeys since the Hatfield crash.



The campaign director, Philip Benham from the Association of Train Operating Companies, said, "Since the Hatfield accident, many thousands of passengers, particularly leisure and business, have abandoned rail. This is hardly surprising considering the disruption they have faced.



"However, during that eight months, a tremendous amount of work has been done with more than 1,100 speed restrictions removed and 500 miles of new rail laid."



The rail industry hopes that the campaign will go some way to encouraging people to return to trains in large numbers, achieving its objective of a 50% increase in passenger use by 2010.



Claire Billings recommends

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