Trainline has unveiled a major brand and product reboot titled “The Way To Train”, created with Wieden+Kennedy Amsterdam, positioning the rail giant as a true journey partner rather than just a ticketing service.
As Britain barrels toward the end-of-year timetable tangle that seems to arrive as reliably as mince pies in supermarkets, Trainline has chosen this exact moment to introduce a sweeping new vision for how people navigate rail travel. The brand, which remains the UK’s most-used travel app, has partnered with Wieden+Kennedy Amsterdam on a platform designed to mitigate the impact of disruption, confusion, and the general helplessness that comes when trains do their own thing.
The strategy shift at the centre of the project is to position Trainline as a journey company rather than a ticket company. That repositioning is backed by its biggest-ever product release, which introduces a range of AI- and data-led features to support travellers well before they step onto the platform.
Travel Forecast, Delay Repay Notifications, Train Swap, and a new Travel Assistant all arrive as the UK gears up for what is usually the peak season for disruption claims.
Speaking about the significance of the moment, Jo McClintock, VP of brand and marketing at Trainline, says: “This is a landmark moment for Trainline in our mission to be the indispensable partner that customers can rely on for every part of their journey.
“What’s so exciting is that this project is the direct result of a real business transformation and a true marriage of our product, brand and marketing functions partnering with the team at W+K Amsterdam and our other agency partners. By aligning our innovative features with our brand, we’re able to solve that common pain point of disruptions for our customers.”
The shift came after extensive customer research, with focus groups revealing that 66 per cent of travellers already anticipate or fear disruption when booking tickets. It is a striking number, but perhaps not a surprise to anyone who has stood on a concourse staring at a departures board like a character in a slow-moving thriller.
The feeling that emerged most strongly was a lack of control. Information gaps left customers stuck, often literally, and hoping for clarity that rarely arrived with speed.
Insights from the research laid the foundation for a joint brand and product strategy. “The Way To Train” signals a future where Trainline offers support throughout the entire journey, from anticipatory alerts if a train looks likely to be delayed to frictionless refunds, live updates, and a quick route to a replacement service via Train Swap. For the brand, it also marks a more ambitious role within a travel category that is increasingly commoditised.
W+K Amsterdam saw this as a chance to build a creative platform grounded in real-world behaviour. Nick Docherty, chief strategy officer, explains: “We’re excited to partner with Trainline on such a pivotal moment. ‘The Way To Train’ isn’t just a brand refresh; it’s a platform for business transformation.
“It takes Trainline beyond a rail booking service to open up a future where the brand can serve customers at every single point of their journey.”
The campaign introduces this new direction with a film and OOH series that capture the emotional chaos of delays. Using a pan-and-scan fresco style, the film moves through looping scenes populated by stranded passengers, each trapped in their own comic or bewildering moment – nodding to the surreal side of rail travel.
Anyone who has watched a train vanish from the board without explanation will recognise the tone. The film resolves with travellers finally breaking free, guided by the new features and the platform’s rallying line.
“We wanted to showcase the absurdity that train commuters experience on a daily basis. It can sometimes feel like they are stuck in a loop, with no solution in sight. All they want is a way out. The new set of features gives them just that, proving Trainline is ‘The Way To Train’,” say creative directors Ramona Todoca and Edouard Olhagaray.
Earlier campaigns have already shown the impact of this direction. A recent push around Delay Repay saw notable movement in customer perception, including a 6 per cent rise in the belief that Trainline helps during disruptions. One in five respondents reported using the feature after seeing the ad, and three in five visited the website.
The whole campaign rolls out nationwide this week, spanning digital, brand, marketing and comms. With millions of people set to travel over the next few weeks, the timing couldn’t be more pointed. If the new features can genuinely cut through the seasonal chaos, Trainline may find itself not only recasting its brand but resetting expectations for the entire rail category.
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