Network Rail launches £2.4m celebratory campaign

Actor Bernard Hill delivers the voiceover for the £2.4 million advertising campaign promoting Network Rail’s upgrade of the West Coast main line.

The six week campaign has been created by Iris and features Hill reading a poem lauding the achievement of the original engineers. The advertisement pays tribute to the original builders of the railway line and celebrates how the 19th century achievement has been rebuilt for the 21st century.

The TV, cinema, press and outdoor campaign promotes the improved infrastructure for the line between London and Glasgow.

Posters will run in 48 and six sheets and digital six sheets and a 10” cut down of the ad will appear on Transvisions screens in key locations.

Media strategy has been handled by Rise.

Head of marketing services for Network Rail Mark Shaoul says: “The research we do with rail passengers tells us that we should be celebrating our achievements and that is what we’re doing with this campaign.”

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