Rail Delivery Group Highlights the Human Moments of Train Travel
Rail Delivery Group (RDG), the membership organisation that works on behalf of the rail industry, has partnered with social media agency Spin and creator @a_mug_of_life on a new social-first activation as part of the rail industry’s National Marketing campaign ‘On the train you can’ which was developed by the rail industry’s customer and revenue growth team, RDG and train companies.
Data and insight, used to define the rail industry’s national marketing strategy, highlighted that associating rail with human connection and time well spent helps create a stronger emotional response amongst light and infrequent rail users but also drives consideration by showing the valuable gains you achieve when you travel by train.
The social-first campaign reaches the industry’s intended audience by showcasing the unique role train travel plays in helping people transform travel into time to connect with loved ones, boost productivity or enjoy a well-deserved chance to unwind.
From keeping long-distance relationships alive, to chance encounters and the everyday magic of shared moments on the tracks, the content series celebrates two centuries of rail travel, by showcasing how the railways have provided the setting for countless moments of time well spent.
The hero content features two videos in which Will, the storyteller behind the @a_mug_of_life channel, meets interesting people for the first time to hear their heart-warming real-life stories. Will is well known for his signature format: offering strangers a comforting cup of tea, sparking gentle chat, and observing the small, human moments from which meaningful conversations arise.
In this collaboration, that familiar charm is carried onto a new stage. Instead of meeting people in parks, cafés or everyday public spaces, Will takes his format on board train journeys across Britain revealing the enduring power of rail to shape lives. With his mug in hand, the collaboration captures how a train ride becomes a moment to pause, reflect, and connect with others.
Jake Thompson, creative director at Spin, said, “We knew this campaign had to feel real, not manufactured. @a_mug_of_life already tells the kind of stories that happen on trains every day, the quiet moments of humanity you only notice when the world finally slows down for a minute. Bringing that into the rail industry’s 200-year celebration felt obvious in the best way. It’s social content that earns its place in your feed because it speaks to something everyone recognises.”
Will Shears, creator of @a_mug_of_life, added, “It was so much fun to be invited by National Rail to have tea with strangers on trains. Over the years I’ve had various brilliant chats on journeys around the country, so to have the excuse to capture one of these on a train was such a joy to do. I loved speaking to James and John, who have such fascinating and different lives. It just shows the power of having a conversation on the train and what you can learn from it."
Catherine Lyver, head of propositions and marketing at Rail Delivery Group, the membership organisation that manages National Rail on behalf of the industry said, “For over 200 years, the railway has been the backdrop to meaningful connections, opportunities and helping people reclaim time for what matters. Through our partnership with Spin and @a_mug_of_life we’re able to celebrate the real stories of our customers and spotlight the magical moments that happen on the railway each day in a way that feels authentic, relatable, and engaging.”
To learn more about the campaign visit www.nationalrail.co.uk/onthetrainyoucan.
