The Rail Delivery Group has appointed M&C Saatchi to handle its advertising contract and Blue 449 (formerly Walker Media) it's media services contract, valued together at £5.7m, following a tender process.
The ‘Britain Runs on Rail’ campaign marks the first time that all train operators and Network Rail have come together for a joint effort to tell the railway’s story.
The aim of the campaign will be to raise awareness of how taxpayers’ money is being spent in improving services and why the investment is necessary.
A key focus will be the rebrand of the National Rail network’s double arrow logo which was originally designed in 1965. The logo will be refreshed for the campaign to reflect the modern rail industry where rail companies are increasingly working more closely
This will be the most significant national activity the organisation has undertaken in around 30 years as it aims to explain its services to tax payers about the £50bn worth of improvements it is making, according to the tender notice announcement.
Edward Welsh, director of communications at the RDG, said: “Billions are being spent building the railway the country needs and that passengers want and we must explain where that money is going and why it’s needed.
“Our goal is to sustain support from the public and private sectors for continued funding of rail. There are many challenges and tough choices that government, the industry and the country face if we are going to deliver better services. Our campaign will help to encourage that debate.”
Tim Duffy, UK chairman at M&C Saatchi, added: “Whether you are a passenger or not, the rail industry plays a vital role in all our lives. The new logo design and the accompanying campaign will convey the railway and its significance in a fresh way.”
The resulting campaign will include paid for and earned activity, and will also run across the Network rail and train operator channels as it targets commuter, business and network rail users, as well as those who do not use train services.