The Challenge

Train travel is one of the most sustainable ways to get around the UK, but most people still don’t choose it. It’s seen as unreliable, expensive and unglamorous. Climate arguments weren’t cutting through. Habits weren’t shifting.

To move the dial, we needed more than facts. We needed cultural influence.
And with Glastonbury, the biggest music event in the UK, just around the corner, we had the perfect vehicle to shift behaviour.

The Cultural Opportunity

Glasto is more than a festival. It’s a cultural flashpoint, a moment where artists and fans come together, ready to experience something bigger than themselves.

We knew artists had more influence than any environmental ad ever could. So we partnered with 20 acts performing at Glastonbury, like Sam Ryder, Nova Twins, Greentea Peng, and Annie Mac, to spark something bigger: a movement powered by fandom, with train travel as the statement.

Artists posted. Fans followed. Hype built before a single set was played. Train travel stopped being the fallback. It became a flex. A more sustainable choice, wrapped in cultural clout.

Glastonbury is just the start. This is a movement designed to travel from one cultural moment to the next, from one fandom to another. Wherever fans are on the move by car, we’ll be there to inspire a switch. Because if you want to change how people move, you’ve got to meet them where culture moves fastest.

Impact

3.4+ million organic impressions
+176% engagement rate across content
90%+ positive sentiment
Coverage across BBC, ITV, NME, Time Out and more
1,750+ media hits with a 590+ million reach
Thousands of fans came by train — and proudly said so.

Media Mix

Social, Talent Activation, PR, Digital, Earned Media.