I Came by Train x Brentford Football Club: Getting the Bees on board

The irreversible impact of climate change looms over us and transport remains the UK’s biggest contributor to carbon emissions. As a business with empowering greener travel choices at its heart, Trainline, through its unbranded purpose platform ‘I came by train’, saw an opportunity to play an influential role in the climate change conversation by encouraging people to get into better travel habits via modal shift. Choosing to take the train instead of car can create up to 67% less C02 per journey, but few were compelled to change their habits. It's our mission to change that.

The biggest barriers we face to modal shift are: - The perception of what people need to do to reduce their own emissions. - The climate change conversation itself. The tone of the conversation is generally negative leaving people unsure where to begin. With these barriers in mind, our strategy became to increase awareness of the positive benefits of modal shift (train bragging), and encourage a simple compelling switch for the planet with a travelling audience that could help us learn and scale fast. That’s where Brentford Football Club stepped in. In a Premier League first, Brentford teamed up with ‘I came by train’ to offer fans an educational behaviour change multi channel programme, combined with 20% off train tickets to away fixtures on Trainline, aiming to make rail famous for being sustainable, incite behaviour change and build sustainable habits among fans... and the results have been extremely encouraging.