The “Go By Train” marketing campaign by British Railways was a prominent and influential promotional effort that aimed to encourage train travel throughout the United Kingdom during the mid-20th century. Launched in the late 1940s and continuing into the 1960s, this campaign played a pivotal role in shaping the perception of rail travel in Britain. Here’s an overview of this iconic marketing initiative:
The “Go By Train” campaign was initiated by British Railways (BR), a nationalised rail service that was formed in 1948 to oversee the country’s rail network. The primary goal was to revitalise the declining rail industry after World War II and compete with the emerging popularity of private automobiles and airlines. The campaign’s slogan, “Go By Train,” became instantly recognizable and synonymous with the idea of using the railway as a convenient and enjoyable mode of transportation. It was accompanied by distinctive logo designs featuring a British Railways emblem.
A defining feature of the campaign was its use of eye-catching and evocative travel posters. These posters were created by notable artists of the time, including AJ Wilson, Lance Cattermole, Claude Buckle, Frederick Griffin and Frank Newbould. The artworks depicted scenic landscapes, cultural landmarks, and the ease of train travel, serving as powerful visual representations of the campaign’s message. The campaign showcased a wide range of destinations across Britain, emphasizing the accessibility of these places via the railway. Whether it was bustling cities, picturesque countryside, or charming coastal towns, the “Go By Train” posters highlighted the diverse options for travelers
The marketing materials emphasized the comfort and convenience of train travel, highlighting features like spacious seating, dining cars, and efficient schedules. The campaign also stressed the speed and reliability of trains as a competitive advantage over other modes of transport. The “Go By Train” campaign left a lasting legacy in the world of advertising and travel promotion. Its iconic posters are now collector’s items and are celebrated for their artistic and historical value.
In 1965, British Railways transitioned to British Rail (BR), and the “Go By Train” campaign evolved into new branding efforts. While the campaign itself eventually faded, its impact on the British rail industry’s marketing strategies and cultural significance endured.
The “Go By Train” marketing campaign by British Railways was a pivotal initiative that aimed to rekindle the public’s interest in train travel. Through striking posters, slogans, and a focus on convenience and comfort, it successfully promoted the idea of exploring Britain by rail. This campaign remains a cherished part of British advertising history and continues to evoke nostalgia for a bygone era of travel.
Just a few of the posters in the ongoing Go By Train include Dover, Exmouth, Ease the Strain, Ramsgate, Portsmouth and Southsea and, Southern England.
Other British Seaside Pin-up posters
In the mid to late 1950s and early 1960s there seems to have been a conscious decision by British Railways to move away from the wholesome, family images used on travel posters in the 1930s and 1940s, and move towards sexier, more glamourous images to advertise rail travel to Britain’s popular seaside resorts.
The following is a collection of vintage railway posters that once served as captivating advertisements for some of Britain’s most iconic seaside destinations. Each poster is a visual snapshot of the charm and allure that these coastal towns enhanced with the allure of a pin-up model. From the sun-soaked beaches of Rhyl to the historic maritime city of Portsmouth, these posters offer a nostalgic glimpse into the past and an invitation to explore the beauty and character of each destination. The posters feature a bevy of beauties in a genre we like to call the ‘seaside pin-ups’.
The Morecambe for First Class Holidays poster captures the essence of Morecambe, inviting travellers to experience a first-class holiday in this charming coastal town. In it we are provided with a view over Morecambe vast beach and a view of the hills and mountains of the Lake District National Park.
A tantalizing Ramsgate poster that exudes the allure of the seaside town on the Kent coast. It was created by Alan Durman and depicts a red bikini-clad figure that embodies the sun-soaked beaches and vibrant atmosphere of this coastal gem, making it an irresistible destination for beach lovers, especially men.
Instead of a bikini, the young pin-up in Leonard’s Sunny Rhyl poster is wearing a bright red bathing suit, the height of fashion in the 1950s. The poster radiates the spirit of Rhyl in North Wales capturing the sun-kissed essence of Rhyl’s sandy shores and inviting families to bask in the seaside glory.
The classic Sunny Worthing “Go By Train” poster by Lance Cattermole promotes Worthing on the south coast of England. The poster doesn’t feature iconic Worthing landmarks, landscape views or fabulous beach scenes… just the unadulterated joy on the face of his wife Lydia as she soaks up the sun’s rays.
We can offer two ‘pin-up’ posters for the seaside resort of Whitley Bay. The first depicts a lithe young brunette in a green two-piece swim outfit. Holding a starfish aloft in her left hand she calls out to friends to admire her catch. The second Whitley Bay Poodle poster, features a vivacious blonde in a striking purple halter-neck swimsuit sitting with her loyal poodle. It hints at the town’s welcoming atmosphere, where families and pets can enjoy the coastal delights, making it a perfect destination for all.
