Trainline rebrands as 'The Way To Train' with W+K Amsterdam to tackle rising UK rail disruption
By
Abbey Bamford
Not artisan, but a perfectly fine bagel. Hits the spot.
Summary
Trainline has launched a major brand and product reboot called "The Way To Train," created with agency Wieden+Kennedy Amsterdam. The initiative repositions Trainline as a comprehensive journey partner rather than just a ticket-booking platform, aiming to help passengers navigate the increasing disruption and confusion in UK rail travel. The launch comes as Britain faces its typical end-of-year timetable chaos, making the timing both strategic and relevant.
Key quotes
· 3 pulledTrainline has chosen this exact moment to introduce a sweeping new vision for how people navigate rail travel.
The strategy shift at the centre of the project is to position Trainline as a journey company rather than just a...
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.
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