The Association of Train Operating Companies is planning a major marketing programme to improve public perceptions of rail travel.

Chairman Mike Alexander told Transit that Network Rail and train operators had indicated that they would contribute to an industry pot to finance the campaign, and that he will approach the major transport groups for funding when ATOC's ideas have been finalised.

Alexander explained that action is needed to change the railway's image because public perceptions of rail travel lag behind the quality of service being offered, and this was epitomised by its very poor value for money ratings in the National Passenger Survey.

"We have to solve that. It's about more than what people pay. It's the perception, the image," he said. He added that if the problem is not addressed it could become difficult to justify the funding the industry is seeking to expand the railway in future funding settlements.

Alexander said there are issues which operators can deal with easily to improve perceptions of rail travel. These included improving information at stations and during journeys so that passengers are given live updates and can plan accordingly. Implementing smart ticketing should also be introduced so that passengers can use a single ticket to make journeys which include rail, tram and Tube.