Musical Routes

Client: Rail Delivery Group

By early 2024, train passenger numbers were yet to recover to their pre-pandemic levels. With leisure trips identified as a key area for improvement, Rail Delivery Group challenged Good Relations to create a campaign that tapped into Britons’ existing passions and inspired them to take a trip by train.

Tapping into Britain’s nostalgia for train travel and its diverse regional musical scenes, we created ‘Musical Routes’: audio histories of the music of 30 British towns and cities, delivered directly to rail passengers using geo-targeting.

The campaign’s success delivered much-needed positive sentiment and an astonishing 33.41% increase in ticket sales.