70% of people who travelled on long distance rail journeys were buying their tickets at the station, just as they’d always done. This meant that at any one time, on any one train, passengers were paying a variety of different fees, all to make the same journey.

thetrainline.com’s brand purpose is ‘to be the best place to buy a train ticket, wherever you are’ – buying a ticket with the trainline.com is not just convenient, but a great way to save money. To communicate this, we launched  ‘Be Sensible’, a campaign that set out to convince travellers they’d be ‘mad’ to pay more than necessary for their train tickets.

thetrainline.com experienced its best ever sales week following the launch. Spontaneous awareness has increased to 45%.