It’s early 2024, and train passenger numbers have yet to recover to pre-pandemic levels. Our mission from the Rail Delivery Group? To inspire Britons to take a trip by train.
Tapping into Britain’s nostalgia for train travel and its diverse regional musical scenes, we created ‘Musical Routes’: Audio histories of the music of 30 British towns and cities, delivered directly to rail passengers using geo-targeting.
The campaign’s success delivered much-needed positive sentiment and an astonishing 33.41% increase in ticket sales.
The impact
+33.41%
Increase in ticket sales to the locations featured in our audio guide
83
pieces of coverage
662m
combined earned reach
3.9%
influencer engagement rate
