Client: Network Rail
As Network Rail ramps up the work on its £35bn five year plan to transform Britain’s railway, it marks the completion of one of its biggest re-building projects with a new £2.4m advertising campaign.
Created by integrated agency iris, and supported by media agency Rise, the TV, press and poster campaign showcases the major £9bn upgrade of the West Coast main line which has slashed journey times and resulted in more trains with more passenger seats.
It pays tribute to those who built the original railway line and celebrates how a great 19th century achievement has been rebuilt for the 21st century – British engineering at its best.
The ad, which breaks on Monday, 8 June, will run across TV, cinema, online, outdoor and press promoting the improved infrastructure, which runs between London and Glasgow.
A supporting regionalised press and poster campaign along the West Coast corridor thanks rail passengers for their patience over the last 10 years and highlights the scale of the upgrade.
The message “Built in the 19th century. Rebuilt for the 21st”, runs throughout the campaign.