'The return of the train' was the highly successful result of an involvement-based strategy aimed at combating the emotional pull of the car and the plane. The campaign provided a modern take on the 'golden era' of rail travel with a romantic celebration of cutting edge innovation with 'the good old days' train service, supported by rational support in announcement orientated media. Overall journey numbers increased significantly over the campaign period when compared with the same period the previous year. West Coast revenues were up 32% year on year, and the incremental revenue generated from advertising was £29.7m, representing an ROI of £4.20