Check before you travel (CBYT) spring – phase 1, Easter
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Dates
28 February 2025 - 21 April 2025Locations
NationalAudience
All passengers:Total audience: bank holiday leisure and business travellers.
Target audience: young males, aged 16-34 years old, employed, travelling with others and for leisure purposes (who are not planning train journeys, checking before they travel, or booking tickets in advance).
Media channels
Paid:- Radio
- Digital programmatic
- Social media
- Billboards
- Press
Owned:
- Digital station screens
- Printed poster sites
- Social media posts
- Website articles
Earned:
- Press releases
Internal
- Digital screens in offices/depots
Key contacts
Phase 1 (Easter): 28 February until 21 April
The aim of this campaign is to raise awareness of planned rail engineering work over the spring period bank holiday period. We are encouraging leisure and business passengers to plan ahead and check if their train journey is affected before they travel by visiting www.nationalrail.co.uk/spring.
The 2025 spring bank holidays occur in quick succession: Easter, Early May, Late May. This means, our marketing campaign runs consecutively and we simply change the creative asset immediately after each bank holiday to ensure the message is accurate and timely.
- Phase 1 (Easter): 28 February until 21 April
- Phase 2 (Early May): 22 April until 5 May
- Phase 3 (Late May): 6 May until 26 May
The Easter phase of the spring campaign will be promoted across owned, earned, internal, low-cost, and paid media channels (digital, social, billboards, radio, press). Furthermore, we are supporting our regional and TOC colleagues by uplifting paid media in affected geographical areas (towns/cities) including the South Coast, North West, and the West Coast Main Line.
There are 5 sets of creatives and messages which might be surfaced during different dates:
‘North West & Central resources (Central route)’ messaging:
28 February 2025 - 21 April 2025
View materials‘North West & Central resources (North West route)’ messaging:
28 February 2025 - 21 April 2025
View materials‘Southern resources (Wessex - Staines route)’ messaging:
28 February 2025 - 21 April 2025
View materials‘Southern resources (Kent & Sussex route)’ messaging:
28 February 2025 - 21 April 2025
View materialsMaterials for ‘National resources’ campaign:
28 February 2025 - 21 April 2025
Total: 12.39 MB
Total: 16.23 MB
Total: 19.20 MB
Total: 20.34 MB
Total: 20.34 MB
Materials for ‘North West & Central resources (Central route)’ campaign:
28 February 2025 - 21 April 2025
Total: 26.08 MB
Total: 28.17 MB
Total: 30.06 MB
Total: 31.21 MB
Materials for ‘North West & Central resources (North West route)’ campaign:
28 February 2025 - 21 April 2025
Total: 36.52 MB
Total: 41.72 MB
Total: 44.27 MB
Total: 45.42 MB
Materials for ‘Southern resources (Wessex - Staines route)’ campaign:
28 February 2025 - 21 April 2025
Total: 49.98 MB
Total: 54.88 MB
Total: 55.76 MB
Total: 56.91 MB
Materials for ‘Southern resources (Kent & Sussex route)’ campaign:
28 February 2025 - 21 April 2025
Total: 64.33 MB
Total: 71.72 MB
Total: 79.13 MB
Total: 86.58 MB
Total: 94.06 MB