Trainline has partnered with British singer-songwriter Craig David to release a brand-new song, ‘Better Days’, as the start of the brand’s I Came By Train campaign.
The campaign by the travel company raises awareness of the environmental benefits of rail and encourages pride in choosing to travel by train, as recent data revealed cars and planes create 58% of the UK’s transport CO2 emissions, whereas the the entire rail network adds up to just 1.5%.
To raise awareness, the partnership with the British singer delivers a campaign anthem ‘Better Days (I came by train), which the company claims is inspired by David’s “passion for the environment”.
As well as the music video, OOH helps to convey rail’s sustainability credentials, which will appear at key locations nationwide, highlighting the reasons to choose train travel.
“The change we need to tackle the climate emergency is only going to happen if businesses do their bit to help people take steps towards more sustainable lifestyles; changing the way we move is a key part of that transition – taking the train instead of driving creates 70% less CO2 on average,” Trainline brand VP Jo McClintock said.
Mother strategy director Omar El-Gammal said: “This campaign gives a hopeful message about the impact a simple behavioural switch can make. In a nutshell we want to move the debate on from ‘flight shame’ to a more positive ‘train brag’.”
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