LNER had commissioned research which reinforced the evidence that taking the train is faster, cheaper and more reliable than plane or car for Edinburgh-London journeys, but that the majority of people underestimated these benefits. Our challenge was to highlight the benefits of rail, change public perceptions and encourage more people to switch to the train.

We organised events with MSPs, local authorities, business and transport leaders to share the research findings and get fresh insights into the most effective ways to change people’s views and promote rail. Suggestions from stakeholders included:

• increasing the prestige of rail so it has the same status as flying
• simplifying tickets and rolling out a national smart card
• building on people’s emotional attachment to rail e.g. fond childhood memories and fun trips
• changing people’s perceptions of price
• promoting the door-to-door convenience of rail journeys
• marketing rail to people living in smaller towns and rural areas outside our big cities