@troy_hawke Train travel is 67% less polluting than cars which makes EVERY rail passenger a climate hero. I stopped by Manchester Victoria to let them know the good news with @trainline 🌍 🚆 #supportedbytrainline #greetersguild #troyhawke #ICameByTrain #ad ♬ original sound - Troy Hawke

Train travel is 67% less polluting than driving, but commuters don't see themselves as environmental heroes. They're just people trying to get to work. Trainline needed to celebrate sustainable travel in a way that felt rewarding, not preachy.

What if we treated train passengers like the climate heroes they actually are?

So as part of the I Came By Train movement, we partnered with smooth-talking TikTok star Troy Hawke to dish out compliments and ICBT-themed rewards to unsuspecting commuters at Manchester Victoria station. The campaign generated 6.9 million impressions and nearly 30,000 active engagements across Instagram and TikTok, with a 1.59% engagement rate proving that positive reinforcement beats eco-guilt every time.

Organic social AKA Editorial AKA Always On

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Organic social AKA Editorial AKA Always On 〰️

@trainlineuk You've heard of Girl on the Train, but what about Eco Friendly girl on the Train? 🚂 @Megan Thorne #TrainTok #TheGirlOnTheTrain #Parody #BookTok #Travel #EcoFriendly #Railcard ♬ original sound - Trainline UK

@trainlineuk Any of these look familiar? Tag your train friend 🔖🚅🤝 #traintravel ♬ original sound - Trainline UK

@trainlineuk A stand off as old as time 🤠 Who’s gonna hit the button first 👀 #cowboys #traintravel #trains #trainline #comedy ♬ original sound - Trainline UK

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Me ©️✍️ ACD / Copywriter
DEPT📍

Trainline
I Came by Train

Complimenting climate heroes

social & experiential

ORGANIC SOCIAL

Concepts and creative direction for Trainline’s organic social content.

Here are a few of my fave posts…And (obvs) you can have a look at Trainline socials.

SOCIAL

HOW TO’s

A series of informative videos for people in the US looking to book their European Vacay.