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The New Zealand Railways Magazine, Volume 4, Issue 5 (September 1, 1929)

Specialised Railway Publicity

Specialised Railway Publicity.

In seeking to attract the holiday-maker to the railway, the advertising departments of the Home railways have conducted most ambitious publicity campaigns during the past few months.
Holiday Time In The Homeland. A busy scene at Waterloo Station, London.

Holiday Time In The Homeland.
A busy scene at Waterloo Station, London.

Railway advertising has reached an exceptionally high standard at Home, and some of the posters now utilised on the station bill-boards and public hoardings are really very fine works of art. Recently a poster exhibition held in London by the L. and N.E. Railway afforded the general public an opportunity of inspecting, at close quarters, many of these gems of the poster producer's art. Attractive landscapes, marine studies and humorous works, all are pressed into service to draw the passenger to the rail route, and many novel methods of display are to-day followed by the leading railways. On the Southern line a new scheme for utilising advertising space at stations has recently been introduced. This plan includes the use of “banner” boards erected outside all the principal stations, on which are placed every month, specially-written sales posters directing attention to some specific attraction or facility which it is desired to accentuate. This may be a cheap trip to London, a new guide book, and so on, the essence of the scheme being that each poster is drawn up in particular relation to the district in which it is displayed. In addition, about 250 picked sites on platforms have been selected at points where passengers congregate, and on these sites have been erected special 4-sheet boards with an enamel plate heading “S.R. Monthly Bulletin.” On these boards there is displayed every month a fresh message to the public, penned on intimate lines. At points where country railway stations are situated off the main road, and are approached by a smaller road, small boards have been placed at the junction of the two roads, having a blackboard with a glass front. On the blackboard there are filled in with chalk, details concerning train services, excursions, and the like, of local interest. One of the greatest advantages enjoyed by the small road carrier is that he is in the closest touch with the local population page 21 he serves. It is with the idea of securing this intimacy with the local populations that the Southern Railway has introduced its new advertising plan.