Tasked with introducing the industry to Trainline’s new B2B offering, Trainline Partner Solutions (TPS), the announcement was set against a backdrop of a pandemic-induced fall in business travel and the biggest shake up of the rail industry in 30 years.

But this also presented an opportunity. What did employees want from the future of business travel and rail?

Our research revealed a smaller carbon footprint was a top priority for returning travellers, positioning rail as an attractive option for ESG-conscious employers. In the build up to COP26, this put the product launch on the right track, reaching decision makers among travel sellers and rail operators.

The earned media coverage in national and trade media recorded 100% brand pull-through and an impressive click-through rate on backlinks, while social media drove nearly 2,000 engagements resulting in an 86% increase in new followers.