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The Railway Poster in Britain

Southern Railway (SR)

The Southern Railway did not have an easy beginning as the company suffered from a  lack of unity between its three constituent companies. 

In an attempt to improve its image, a newspaper campaign appeared in 1925 under the heading 'The Truth about the Southern'. This reviewed the role and achievements of its constituent companies during the First World War. It also emphasised new schemes like suburban electrification and the building of new steam locomotives, and gave information on how carriages were cleaned and the challenges of dealing with rush-hour traffic.

The SR's advertising manager, John Elliot, saw the improvement of relations with the press and public as important. He opened an Information Section at Waterloo that reporters were free to visit and provided regular articles and information. He paid particular attention to suburban and evening newspapers as these had been responsible for much of the criticism of the railway. The new approach to press relations was extremely successful.

Eastbourne poster

Southern Railway
Eastbourne by Kenneth Denton Shoesmith, 1929
© National Railway Museum / Science& Society Picture Library

Many stations were rebuilt and modernised, and as both services and facilities improved, the number of passengers increased. London was easier to reach from the South East and it became possible to live well away from the city yet still commute comfortably. Much of the Southern Railway's advertising was aimed at the commuter, but they were also keen to promote off-peak travel for shoppers and theatre-goers. The image of the Southern Railway was transformed during these years. The slogan 'Southern Electric', coupled with the distinctive electric flash motif, became a unified symbol on stations, bridges and posters to advertise the new network.

However, this new image did not neglect the traditional area of holiday publicity.The Southern Railway developed its own style for advertising resorts both at home and abroad. Much of its output was brash and unsophisticated, but highly effective. The 'Southern Coast' was promoted as the sunshine coast, and colourful characters were used to reinforce this theme.

Southern Railway poster

Southern Railway
I'm taking an early holiday cos I know summer comes soonest in the south 1936
© National Railway Museum / Science& Society Picture Library