The Way To Train
A transformational brand platform changing the way every traveller takes the train
To shift its identity from a train ticket company to a true train journey company, we partnered with Trainline — Europe’s leading rail platform — to launch a transformational new brand and product vision powered by its biggest product release yet.
To kick things off, we did qualitative research which identified the core pain point of travellers: rail disruption. With results revealing that 66% of them anticipate or fear disruption when booking tickets, lacking control and information when things go wrong, we saw a transformational opportunity. While the brand successfully positioned itself as the default starting point of every great train journey, the new strategic goal became framing Trainline as the destination for passengers to seek help and support during disruptions. This direction signalled a new identity dedicated to managing the entire travel experience.
The “The Way To Train” platform became the springboard for Trainline’s biggest-ever product release to date, aligning our work with its innovative features. This suite of AI and data-driven features include: Travel Forecast, Delay Repay Notifications, Travel Assistant and Train Swap – all specifically designed to support customers throughout their journey.
To introduce these, we developed a UK launch campaign which went live in December – spanning film, radio, digital and out-of-home – just as the country heads into an anticipated peak in rail disruption. Immediately capturing the emotional heart of rail disruptions, the brand film uses a pan-and-scan fresco style that zooms into different characters caught in the looping chaos of delays, bringing to life the various feelings of travelers, from lost to confused, before they are released with “The Way To Train”.
By placing the new features into these real-life, disruptive situations, the campaign is designed to drive both awareness and retention, positioning Trainline as an invaluable tool for every journey and every traveler, and serving as the bold introduction to the company’s new brand world.
