Trainline: I Came by Train – from aggregator to agitator

Trainline, a rail aggregator app, co-wrote an RnB love letter to mother nature with UK national treasure Craig David to drive fame for trains as the most sustainable form of transport, change the nation's travel habits towards a more sustainable future and build better relationships with train operating companies and government.


How do you get people to choose trains, instead of planes and automobiles, for the sake of the environment when British rail is notoriously more expensive? This is the story of how we stopped flight-shaming and started train-bragging in order to get the nation to realise the biggest thing they could do about the climate crisis was to switch 1 journey from car/plane to train. We turned a brief for a single campaign into a long-term platform. Rather than making this feel like a commercial endeavour, and created a new brand that allowed more people, companies and bodies to...

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