Charles Walls lands GNER 2m rail task

Great North Eastern Railway has appointed Leeds-based Charles Walls Group to handle its above-the-line account, after leaving it dormant for over a year.

GNER, formerly known as the British Rail division East Coast Railways, is now considering a move into TV or radio, armed with an advertising budget of 2m.

Over the past year, the group has been positioning its rail service as cheaper than rival transport systems through a series of money-saving deals and promotional link-ups with outlets including Morrisons and Somerfield.

The railway, which runs between London, Yorkshire, the North-east and Scotland, has also launched a points-based loyalty programme for first class rail travellers.

A spokesman says the move to TV will enable it to poach passengers from airlines, coaches and cars.

Charles Walls already handles GNER’s below-the-line work.

The spokesman adds: “Our offers have led to a ten per cent increase in passenger figures since privatisation. Moving to TV or radio will help us change customer perceptions about travelling by train.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here