HISTORIC PRESS RELEASE : Rail Industry says “It’s time to return” [July 2001]

The press release issued by the Strategic Rail Authority on July 2001.

The rail industry today launches a major nationwide television advertising campaign to encourage passengers to return to rail as the natural alternative to congested roads and parking problems.

Themed “It’s Time to Return, the campaign is aimed at travellers who have avoided using trains following the widespread network disruption earlier in the year.

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 and the industry experienced.

“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.

“This work, together with actions by the train operators, has led to substantial improvements in train performance, with four out of five trains now running on time. Many thousands of passengers have already returned to rail and the train operators and their industry partners believe the time is now right to launch this campaign to reach those passengers who are yet to do so.

“We have been delighted with the advertising agency, McCann and Erickson, who have done an excellent job producing an innovative campaign with advertisements which will feature on television, press and posters to the end of July.”

Chris Austin, External Relations Director of the Strategic Rail Authority, said: “With this campaign we are bringing together all 26 train operating companies and Railtrack for the first time on a major marketing initiative for the national rail network.

“It underpins a determination that exists at every level within the industry to win back customers lost during the severe disruption that has occurred since last autumn. I hope it will play a central role in encouraging those people to return in large numbers, reducing pressure on the roads and moving us towards the objective of a 50% increase in passenger use by 2010.”