Railtrack tries to make ground

The Railtrack advertising campaign is an attempt to inform people of the progress being made in respect of investment in this country’s rail system. We will provide numerous specific examples of what is being done to regenerate the rail network and its 2,500 stations by the year 2001. BR under-invested for many years. Railtrack has a very big job to do and it is spending billions of pounds doing it. This can’t happen overnight.

To state that industry observers have doubts about the wisdom of Railtrack’s long-term marketing and public relations strategy and wonder if it could do more to explain its position, and then to ignore the fact that this campaign is designed to do just that, is disappointing. It is not appropriate to spend many millions on television when funds need to be spent on improving the rail network. It is reasonable to provide an efficient and cost- effective press campaign in order to inform as many people as possible about Railtrack’s progress.

Railtrack is accused of failing to inform people of what is happening and of doing the minimum to keep stakeholders – and the regulators – informed. This is nonsense. The advertising starts at the end of March when Railtrack is to publish the most detailed plans for the development of the network in decades.

Julian Lumley

Domino Creative Services

London W1

To have looked at the 2m advertising campaign through Domino while ignoring the problems Railtrack faces would have been poor journalism. Last week’s article was a thorough, balanced analysis of Railtrack’s problems – including the Health & Safety Executive’s concerns over track safety and public perceptions of Railtrack’s role – in the context of the new advertising campaign. Rail track may not like what has been said about it recently, but it needs to address its fundamental problems rather than complain when journalists highlight them – Editor.

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 customerservices@marketingweek.com

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