Sponsored Trains

EbbwJunction1 · 1 Jul 2013

Whilst travelling home from Cardiff to Newport this evening, I was surprised (and, to be honest, quite shocked) to hear an announcement saying that "this train is sponsored by Hewlett-Packard"

The announcement continued "one of their representatives is on the train and will be giving presentations to customers", although I didn't see him / her during my (admittedly short) journey. It was the 16.25 from Cardiff to London Paddington, which is the 15.30 from Swansea.

I half expected to be told that it was a wind up, but I can't imagine that the guard thought that he would get away with it. Has anyone heard anything similar or know anything about this please?

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pemma · 1 Jul 2013

A quick Google search reveals it was not a wind up and started on 29th May on 'two trains':

http://www.firstgreatwestern.co.uk/eNewsletter/Miscellanious-2013/HP-Elite-Travel

50010 Monarch · 1 Jul 2013

FGW have two power cars in Hewlett Packard livery but I didn't realise the deal also involved reps on trains.

Goatboy · 1 Jul 2013

Did you benefit from a cheaper subsidised fare as a result?

thelongestroad · 1 Jul 2013

Goatboy said:
Did you benefit from a cheaper subsidised fare as a result?

As you mention it, yes! FGW as of yesterday have introduced some new better value tickets on certain flows.

Goatboy · 1 Jul 2013

Then I'm all for the sponsorship! Which flows out of interest? Any details?

quarella · 1 Jul 2013

Aha. That explains what I just caught a glimpse of through the office window.

BestWestern · 2 Jul 2013

Goatboy said:
Then I'm all for the sponsorship! Which flows out of interest? Any details?

The reps supposedly just 'follow' the trains, or one of them at least, though presumably they are aware of the intended workings in advance. The trains and their 'sponsors' can crop up anywhere it seems.

It's an unusual concept, I've no idea of how it came about. One could venture that financial difficulties sometimes encourage companies to look for wider opportunities, however I'd have to say that I don't know what financial arrangements are in place here, if indeed there are any. The HP reps don't sell anything on board, they offer demonstrations and, I understand, can give some sort of discount to a potential customer should they wish to purchase the product (which is their current tablet offering). There is also some kind of first class upgrade voucher which can be given out.

Peter Mugridge · 2 Jul 2013

So.... cheaper tickets, but you get adverts over the PA and salesmen working the passengers?

Suits me. I'm deaf. I can literally just switch my ears off... :lol:

Aldaniti · 2 Jul 2013

It's interesting to compare the Skyfall train with this. East Coast came up with a stylish train that created a very positive impression to the point that people were going out of their way to see it. The FGW effort (with onboard sales reps!) seems to be cheap and tacky by comparison and simply devalues the brand.

bnm · 2 Jul 2013

thelongestroad said:
As you mention it, yes! FGW as of yesterday have introduced some new better value tickets on certain flows.

Care to expand on that? What flows? What ticket types?

jamesst · 2 Jul 2013

Merseyrail have a couple of trains in all over advertising livery, one for the Beatles Story,one for one of the colleges in Liverpool.

quarella · 2 Jul 2013

Aldaniti said:
It's interesting to compare the Skyfall train with this. East Coast came up with a stylish train that created a very positive impression to the point that people were going out of their way to see it. The FGW effort (with onboard sales reps!) seems to be cheap and tacky by comparison and simply devalues the brand.

The two cannot really be compared. Skyfall was an (over) hyped film in what is perceived as a glamorous medium. The products hp sell are, shall we say, more humdrum in their use. I am not sure which brand you feel it devalues but I do not think many passengers will refuse to travel because the power car isn't purple.

Invincibles · 2 Jul 2013

Is this not just a little variation on the East Midlands Train on board electronics retailer that set up before Christmas?

Obvious differences, but not the first time passengers have been exposed to sales.

maniacmartin · 2 Jul 2013

London Overground have a train with the full exterior plastered with vinyls advertising Lycamobile, but no sponsored announcements!

pemma · 2 Jul 2013

jamesst said:
Merseyrail have a couple of trains in all over advertising livery, one for the Beatles Story,one for one of the colleges in Liverpool.

Sponsored liveries have been around for a while. There were ones on both Merseyrail and TPE trains for Liverpool Capital of Culture. Northern also have various ones including a non-refurbished 150 with 'Welcome to Yorkshire' branding - Richard Wilson travelled on this for a Dispatches program and the heating had failed on it and the lighting was out in one carriage.

Aldaniti · 2 Jul 2013

quarella said:
The two cannot really be compared. Skyfall was an (over) hyped film in what is perceived as a glamorous medium. The products hp sell are, shall we say, more humdrum in their use. I am not sure which brand you feel it devalues but I do not think many passengers will refuse to travel because the power car isn't purple.

I'm afraid there is very much a comparison to be made because at the end of the day both trains were/are trying to promote a product. HST power cars carry the brand name but, although the HP versions do look cheap and tacky, are just a small part of the brand image. Having a sales rep walk up and down your train trying to flog third party products to your customers is not, I'm afraid, brand enhancing and I do hope this form of commercial prostitution doesn't take off, the railway travelling experience has been diminished enough in recent years!

Oswyntail · 2 Jul 2013

Aldaniti said:
.... Having a sales rep walk up and down your train trying to flog third party products to your customers is not, I'm afraid, brand enhancing and I do hope this form of commercial prostitution doesn't take off, the railway travelling experience has been diminished enough in recent years!

Depends how it's done. Wandering up and down like a trolley-dolly calling out "Wanna buy a computer" is tacky. However, announcing that the reps are there and available, and leaving it up to the passenger to approach them (as they pass) is more dignified. Many people travelling on business will have influence on IT strategy, and, equally importantly, might have the time available on the journey for an initial contact.

jon0844 · 2 Jul 2013

I saw the train branding at Paddington both going to and from Heathrow (on a train with Vodafone branding), but didn't realise they were doing anything on the train itself.

Can't see a problem when they're not actively selling, but merely promoting and no doubt attracting interest from people that can kill some journey time having a play. Let's face it, just about everyone on the train would have some interest in the product and be able to picture using it for work or leisure, including on long train rides!

And you could even use one to watch Skyfall on!

Sent from my C6603 using Tapatalk 4 Beta

starrymarkb · 2 Jul 2013

I remember all of the Wessex Trains 150 fleet was sponsored by South West Tourism (and various councils and attractions could buy a slot on a 150 coach from SWTourism)

The liveries looked good for the most part, apart from the one that had the vinyls applied back to front...

telstarbox · 2 Jul 2013

I know it brings in revenue but I think sponsored rolling stock of the HP/Lycamobile kind looks tacky, and it's not as if there aren't plenty of adverts on stations, on station name boards, on trains, in the toilets, on the NRE website etc.

"Local" liveries on the other hand (eg TPE's Liverpool 08 unit, Welcome to Yorkshire) don't look as bad - perhaps because these are more relevant to railways and destinations.

pemma · 2 Jul 2013

telstarbox said:
"Local" liveries on the other hand (eg TPE's Liverpool 08 unit, Welcome to Yorkshire) don't look as bad - perhaps because these are more relevant to railways and destinations.

The 'Welcome To Yorkshire' livered 150s frequently seem to run Manchester Piccadilly services e.g. Chester, Liverpool, Buxton, Southport, Preston and Sheffield (with Sheffield being the infrequent service.) I remember one morning a while back getting a Ravenglass and Eskdale railway livered 156 on the Mid-Cheshire line and another 156 used to feature the Northern Rail cup prominently featuring Hull Kingston Rovers. I'm not sure if that was on purpose or not considering 156s are mainly west side. (Hull Kingston Rovers obviously don't have local rivals in the west side.)

EbbwJunction1 · 2 Jul 2013

Thanks for your comments on this; I'm glad to hear that my ears weren't playing tricks with me!!

I didn't look at the power car yesterday, so I can't say whether it was one of the HP cars or not. Tonight's power car on the same service was named "Railway Heritage Trust" .. and there were no announcements!

I can't say that I'm completely in favour of this. I've seen quite a few "sponsored" locomotives, units or power cars, some of which have been mentioned here. In addition, several have been painted to represent or commemorate specific dates, i.e. the Queen's Diamond Jubilee last year. Broadly, I've no objection to this, provide that it's not completely over the top.

However, I can't say that I like the idea of "travelling salesmen / women" pushing their products at you whether or not you want them. I ignore virtually all the people you see on the streets (especially the "chuggers", who are a real pain) and I'm sure that I'd do the same for people selling something on the train.

However, if it brings money into the railways, it's okay as long as it's done sensitively and travellers are not pestered. If this happened, it's wrong, and if it happened to me, I'd certainly complain.

The Barlow Boy · 2 Jul 2013

In fairly early days Eurostar had some vinyl on display. There was the yellow submarine one, the 101 Dalmations one, and the Da Vinci code one. I seem to recall a Les Miserables one too although that might have just been the very late night train that ran to get the cast and hangers on back to Paris. There was also the WW II anniversary one with pictures of the coward de Gaulle all over it as well as some genuine heroes.

Eagle · 2 Jul 2013

telstarbox said:
I know it brings in revenue but I think sponsored rolling stock of the HP/Lycamobile kind looks tacky, and it's not as if there aren't plenty of adverts on stations, on station name boards, on trains, in the toilets, on the NRE website etc.

Personally I don't see any difference between it and adverts on buses.

telstarbox · 2 Jul 2013

They look bad as well (the all-over ones, banners on the side are OK). Why go to the bother of designing an attractive livery then go and spoil it with massive shouty adverts for Pine Warehouse etc?

Bald Rick · 2 Jul 2013

20 years ago the southbound sleepers were sponsored by McEwans.

Or at least I assume they were, as every punter had a few to hand.

route:oxford · 2 Jul 2013

It's not the first time that First have had computer manufacturer sponsorship on their trains.

I distinctly recall the fold down trays were "branded" Sony Vao may years ago with exceptionally sticky vinyls that represented a laptop being opened.

To be honest... I'm surprised other retailers don't do something similar.

The unused "buffet" area in the Scotrail 170s could quite easily be converted into a shop. It wouldn't be hard to imagine a mini Carphone Warehouse or Phones4U outlet...

GodAtum · 2 Jul 2013

jonmorris0844 said:
I saw the train branding at Paddington both going to and from Heathrow (on a train with Vodafone branding), but didn't realise they were doing anything on the train itself.

I'm sure HEX are branded?

jon0844 · 2 Jul 2013

Phones 4u? You could play a game of seeing if you could walk through without being stopped and harassed. (you'd lose)

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