Transpennine Route Upgrade launches campaign to raise awareness of major railway improvements

UK: The ‘On Track to Better’ marketing campaign has been launched to communicate the benefits of the Transpennine Route Upgrade programme between York, Leeds, Huddersfield and Manchester.

Daniel Bolton, TRU Senior Marketing Manager at TransPennine Express, said the campaign launched on August 22 is designed to raise awareness of the improvements in a way that customers can relate to.

Produced by creative agency The&Partnership and production house Passion, it includes digital, TV, radio, digital billboard, web, social and in-station messaging.

A stop motion animation advert featuring both TPE and Northern trains was directed by Tom O’Meara and voiced by actor John Thompson.

The campaign says the benefits will include:

  • more trains and more seats between Manchester, Huddersfield, Leeds and York, with up to six fast services every hour between Leeds and Manchester and up to two stopping services for local connectivity;
  • fastest journey times of 63 to 66 min between Manchester and York and 41 to 42 min between Manchester and Leeds;
  • more reliable journeys with trains that run on-time;
  • better and more accessible stations;
  • reduced carbon footprint;
  • up to 15 more freight trains each day, removing more than 1 000 lorries from the roads each day.

The forecast cost range for the programme is currently £9bn to £11·5bn. Completion is expected in 2036-41, with the majority of benefits to be realised by the early 2030s.