In 2025 Britain is marking the 200th anniversary of the modern railway. Many will be quick to celebrate the legacy of steam engines and the old red lion railway logo , but there's one bit of Britain's railway that perhaps doesn't get enough praise - British Rail. Abbreviated to BR, the brand is 60 this year.
Author
- Lewis Smith
Lecturer in Marketing, Brunel Business School, Brunel University of London
BR officially began trading in 1965 and ended with the privatisation of the railways in 1997. But despite the brand coming to the end of the line, many of its iconic elements remain on the railways today. These include the "double arrow" logo, the font known as Rail Alphabet and a whole palette of colours and styles.
State-owned Great British Railways, which is replacing Network Rail as the operator of most of Britain's rail infrastructure as well as taking over the privatised franchise system, will unveil a logo in May . This may well incorporate the double arrow. The messaging is about the hope of "restoring pride" in Britain's rail network.
BR as an organisation, on the other hand, has an often controversial legacy . Those who remember it are quick to complain of late-running trains, high fares and a poor standard of service - including the soggy British Rail sandwich. This legacy is often politicised . One could equally argue that it was a cutting-edge business that served the people in times of dire economic crises , with recessions in the 1970s and 80s as well as the decline in manufacturing that led to widespread unemployment.
The railways were nationalised under the 1947 Transport Act and managed by "British Railways". Back in the 1950s, the railway had a poor reputation . As one survey respondent described, the railway was a "big, monolithic institution, not at all concerned with the welfare of the individual".
Trains were often late and dirty, the result of a lack of investment combined with the dying days of the steam era. Coupled to this, British Railways was hesitant about outside intervention, whether from managers, government officials or even passengers. Efforts to improve the railway began with the 1955 modernisation plan , which made a number of strategic recommendations. But by 1960 it had failed to deliver any financial benefits.
For all nationalised industries in Britain, the 1960s were different. With the release of a government white paper in 1961, all the state-owned industries including gas, electricity and airways were set financial targets.
One of the outcomes of this for the railways was Dr Richard Beeching's Reshaping of British Railways plan published in 1963. It included a number of changes, including slashing the number of unprofitable routes.
My recent research has examined BR marketing in the 1960s and 1970s, and found that this period represented one of great change in the history of marketing the railways.
This included the introduction of the "British Rail" brand, with the publication of a corporate identity manual in July 1965. This represented management slowly opening up to recruit marketing and PR experts from the private sector, including from consumer giants like L'Oréal.
Compared to other operators in Europe, BR received one of the lowest government subsidies . Over its operational life, BR fought hard to innovate in the market with the support and resources it had.
It used new methods to locate and identify consumers, targeted advertising and services, and teamed up with private-sector giants like Kellogg's and Persil with offers for discounted tickets. It also created new pricing structures, including Awaydays, Weekend Returns and Railcards.
A fierce competitor
As a nationalised railway, it might be easy to assume that BR had a monopoly and therefore did not have to compete. But this couldn't be further from the reality. The car business was booming , with cheaper, more reliable models on offer. And, thanks to government infrastructure policy, more roads, car parks and fuel stations were being built.
Other domestic transport like coaches (the National Bus Company was formed in 1968) applied constant pressure. And British Airways launched its domestic "shuttle" services between London and other UK cities in 1975, promising passengers they could just "turn up and go" without the need to book.
This also marked a point at which marketing experts shifted their focus from places to people, identifying not only who wanted to travel but why. This included focusing on specific market segments by gender.
In the 1970s, BR's InterCity launched a TV campaign with the slogan "Travel Inter-City Like the Men Do", which focused efforts on middle-aged women looking to travel to get away from their domestic duties.
Similarly, messaging for business travellers tightened. Before the 1960s, business travel was about luxury. Now it was about economic efficiency, where businessmen could work, eat and sleep on the train in advance of their meetings (none of which you could do if you were driving to a meeting).
In the 1980s, before his horrifying crimes came to light, BR brought in TV star Jimmy Savile as the face of rail travel. Although hard to believe today, given what the public now knows about Savile, it was a coup at the time because of his media and business profile.
But today, the railways are at a turning point. The government's plans to nationalise railway franchises has prompted excitement from organisations like passenger group Bring Back British Rail .
Let's be clear: nationalisation on its own is not a silver bullet , though the BR case shows that it should be possible to have a nationalised industry that can serve the public interest and compete within the wider economy. Crucially, BR was an innovative marketer. What follows next should endeavour to be the same.
Lewis Smith does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
