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Wednesday, February 19, 2025

From books to football, Trainline’s promotion of UK rail travel to American tourists continues

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Trainline’s ongoing investment in marketing UK and European rail travel to American tourists continues with the launch of two high-profile summer campaigns appealing to different segments of the US market.

Trainline were key sponsors at the pre-season friendly between Manchester United and Real Betis in San Diego, California on 31st July, sponsoring the Spanish club’s pre-match “fan zone” event at the SanpDragon stadium as well as pitchside advertising and its ongoing shirt sponsorship of the team.

And Trainline has partnered this week with film star Emma Roberts, the Hollywood actress with 20m Instagram followers who also founded the BELLETRIST online book club, to develop “The Reading Route” – a recommended summer reading list of ten books that inspire dreams of rail travel in the UK and across Europe.

Manoja Josyula, Trainline’s General Manager for Foreign Travel, said: “These two campaigns take very different approaches to the same common goal of growing demand for rail travel from US tourists. With record ticket sales to the American market, from football to literature we will invest in partnerships that both excite potential travellers and build their awareness of the  benefits of taking the train, so we can continue attracting more US tourists onboard.”

Hollywood actress and BELLETRIST co-founder Emma Roberts said: “Reading has always been transformative for me, and there’s nothing more exhilarating than losing yourself in a great book, especially while exploring picturesque towns and cities abroad. By partnering with Trainline, I was able to combine my passions for travel and reading to curate a diverse selection of train reads for lovers of all book genres. My goal is that people will find inspiration and excitement in these books and even draw inspiration for their next rail adventure.”

The top train reads recommended by Emma Roberts as part of the Reading Route campaign are:

  • The Midnight Library by Matt Haig – Embark on European adventures through parallel lives in an endless library set in the UK.
  • Beautiful Ruins by Jess Walter – A globe-trotting love story beginning in an Italian coastal town.
  • The Imperfectionists by Tom Rachman – Set at a newspaper in Rome, this novel captures the essence of Italian life.
  • A Moveable Feast by Ernest Hemingway – Hemingway’s account of the high-spirited lives of American writers and artists living in Paris during the 1920s.
  • The Talented Mr. Ripley by Patricia Highsmith – A classic thriller set in Italy and other European locales.
  • The Sleeper by Emily Barr – A suspenseful tale of a passionate affair on a European sleeper train.
  • My Husband by Maud Ventura – A thrilling story of a French housewife romantically obsessed with her husband, exploring the lengths she’ll go to keep their love alive.
  • The Shadow of the Wind by Carlos Ruiz Zafón – Set in post-war Barcelona, a mystery involving a rare book.
  • The Dud Avocado by Elaine Dundy – Sally Jay Gorce frolics through Paris looking for adventure and excitement in the 1950s, ultimately finding more than she anticipated.
  • Girl, Woman, Other by Bernardine Evaristo – Teeming with life and crackling with energy — a love song to modern Britain and black womanhood.

Trainline are official sponsors of Seville-based Real Betis for the 2024-25 season, with the Trainline logo appearing on the back of the club’s shirts.

Image credits: Trainline

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