Visitors are being encouraged to enjoy an ‘adventure’ on the Poacher Line in a new video promoting sustainable tourism by rail.
The new film was created by the Poacher Line Community Rail Partnership to highlight attractions on the line, which runs from Nottingham to the Lincolnshire seaside resort of Skegness.
The partnership’s aim was to increase passenger numbers and visitors to the area outside of the summer months. In a bid to encourage modal shift from car to rail use, they used a tagline for the video of “The Journey is Part of the Adventure.”
The storyboard for the film follows a couple making a journey from Nottingham to Skegness, stopping along the way at some of the area’s most visited tourist venues. It is split into four segments – City, Country, Coast, and Aviation Heritage – to support online promotion. Social media and pull up banner assets have been created to complement the video, which the partnership plans to use to boost a campaign to encourage visitors in the off-peak seasons of Spring, Autumn, and Winter.
The partnership also commissioned a poet to create a bespoke poem for the video which picks up on some of the destinations and feel of the line.
Within 24 hours of its release in early January, the video was viewed more than 2,000 times and stimulated 9,000 interactions on Twitter.
Jo Andrews, community rail officer for the Poacher Line, said: “We are delighted to be able to share the final version of the video and we are thrilled with the end result.
“It was our intention to showcase the Poacher Line and the surrounding areas as much more than a day trip to Skegness. We have an abundance of quaint market towns, wonderful walks, beautiful scenery in the Lincolnshire Wolds AONB, and a stunning coastline and nature reserves. There is truly something for everyone, all waiting to be discovered.
“I would like to say a huge thank you to our funders at East Lindsey District Council and East Midlands Railway, and we look forward to welcoming you aboard on your next adventure.”
The film can be viewed on the Poacher Line website here.
