Back in October 2019, 56 Degree Insight undertook an extensive baseline study for one of our ad agency partners, Leith, on behalf of the cross-operator “Scotland’s Railway” brand to obtain a strategic measure of the health and reputation of the various operators working under the new branding and to better understand attitudes, opinions and behaviours in terms of rail usage in Scotland. This provided a measurement in advance of the communications campaign undertaken in late 2019 which focused on raising awareness of the new brand and ultimately to drive more usage of the various railway operators in Scotland and following the first wave of communications, we undertook an evaluation of its impact amongst a similar audience of consumers as a starting point to tracking reputation and interest in the Scotland’s Railway branding. This campaign was intended to run every few months during 2020 to track these opinions and interest in Scotland’s Railway and its reputation amongst the Scottish audience, however, as with most things, this was halted by the Coronavirus pandemic.
The good news however is that the Scotland’s Railway campaign work was revived in the summer of 2021 as we emerged from the pandemic. During early August this year, we undertook a ‘new baseline’ survey in advance of the new campaign which was launched in mid August. Following this, we are in the process of analysing a second wave of consumer research to track the impact of the campaign across the Scottish population. Further campaigns are planned – the campaign on the link below is launching soon and focuses on the ‘green credentials’ of Scotland’s Railway and is being broadcast in advance of and during the COP 26 summit in Glasgow in early November. Again, we will be tracking the success of this as well as further campaigns over the coming months.
It is a genuine pleasure to be working closely with colleagues at Leith as well as everyone in the client group at Scotland’s Railway which comprises representatives from the likes of Network Rail, ScotRail and all of the other Train Operating Companies that have an operating footprint in Scotland. Our aim is that the insight gleaned from the research will help provide the tools to develop rail travel to, from and within Scotland – to help establish greener, sustainable growth and a continued performance improvement in the image and service provided within the rail sector.
Take a couple of minutes to watch the ad below and let us know what you think of the campaign.
