The brief
National Rail wanted to encourage music fans to explore the musical side of Britain – by train of course.

The strategy
We wanted to inspire music fans by taking them on a musical tour they could take without leaving their homes – a tour that would hopefully inspire them to then book a seat with us, to go on an adventure to areas that have gone down in modern musical history – areas that are easily accessible by train.

The solution
A podcast presented by Jo Whiley gave music fans a taste of what they could discover in hotspots around the country – inspiring them to go on their own personal musical pilgrimages and discover the sounds of 30 different cities.