LONDON--Two UK rail businesses have called in Grayling to persuade people to switch from cars to trains.

Cross Country and Grand Central have appointed the firm following a competitiv review, in a bid to boost their profile among leisure and business travellers.

Activity will be led by Grayling’s public services team. Both train companies will also benefit from Grayling’s experience of working with Network Rail, Angel Trains and previously Chiltern Railways.

Work for CrossCountry will be delivered across Grayling’s network of seven offices in the UK, reflecting the operator’s extensive route map. Grand Central will work with teams in both London and the North.

Cross Country head of marketing Louise Blyth said: “Effective communication is critical to our success and we feel assured that Grayling will drive a connection with our customers. Their regional network matches both operators’ routes too, so will ensure we benefit from unsurpassed local insight and media knowledge.”

"We will use our expertise and insight to deliver creative - yet realistic - campaigns to help convey the many benefits of train travel," added Zoe Dubber, associate director at Grayling. "Over the next year or so, we’ll be focusing on targeting families, time-rich older people, students and business travellers – to name but a few.”