‘Try the Train’ - Translink launches new ad campaign

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Translink NI Railways has launched a major ‘Try the Train’ public awareness campaign highlighting the benefits of rail travel following the introduction of its new enhanced timetable.

Train travel has continued to grow in popularity with a 70% increase over the last decade to 10.7m passenger journeys last year and customer satisfaction, punctuality and reliability are at an all-time high.

NI Railways Ballymoney Route Manager Frank Moore said the company wants to build on this success by attracting even more people on board with this new brand campaign.

He said: “As we enter a new year many people will be considering their best travel options particularly as traffic congestion continues to be an issue for many commuters. This new campaign is about getting more people to consider using the train as an attractive, cost effective and more environmentally friendly travel option and one which does not involve sitting in rush hour traffic”.

According to the Consumer Council’s Fuel Watch and the AA’s Motoring Costs matrix, the costs compare favourably with driving; for instance a weekly rail fare from Belfast to Ballymoney costs £49.50, compared to £219.31 costs for a petrol car or £213.22 for a diesel car; while a monthly ticket from Belfast to Ballymoney is £169 compared to £877.25 for petrol cars or £852.87 for diesel cars.

He continued: “We have enhanced our services and capacity with the recent introduction of our new fleet, free onboard WiFi and a new timetable including an hourly service between Coleraine and Belfast, greater frequency between Whitehead and Belfast and an improved service for businesses and attractions in Titanic Quarter.

“A new Journey Check facility providing customers with relevant real time information on all train services has also been introduced giving passengers even more confidence in their timetable.

“We also have a range of great value ticketing options such as annual, monthly or weekly passes as well as an innovative mobile ticket – mlink. Our 1/3 off day return tickets continue to prove popular after 9.30am making rail travel a particularly persuasive travel option for flexi-workers and leisure users alike.

“But one of the key benefits our customers tell us about is the additional time they get back when they travel by train as time on board can be much more productive. Many people take this valuable time to read or to even relax and sleep on the train. Others choose to take advantage of the free WIFI and catch up on their work emails or browse social media; either way our customers are making the most of their time as they travel with us compared to sitting behind the wheel.”

“Using eye catching imagery reflecting the different types of customers using the train, the campaign will be rolled out using outdoor poster sites, radio and print media. In addition the new enhanced timetable will be mailed to over 250,000 householders living near local train lines along with a 50% off voucher as an added incentive to try the train”.

“With this new campaign depicting these latest developments and innovations we are looking forward to welcoming even more customers on board in 2013,” concluded Frank.

For further details visit www.translink.co.uk or call the contact centre on 028 90 66 66 30.