Channel 4 has ordered five-part digital series Train‑ing It with Joe Wilkinson, from Banijay UK’s Electric Robin, created in partnership with Rail Delivery Group, the membership organisation that represents Britain’s train operators.
The branded entertainment series offers a comedic look into life on the rails. Wilkinson is joined by celebrities as they travel the country by train. Episode one is Joe’s journey with actor Michael Sheen, from London to Rose Theatre in Kingston.
This is the latest project from Channel 4’s Partner Lab, the in-house creative partnerships team that works with brands, offering solutions across partnerships, sponsorship, creative strategy and production. Its projects include Family Budget Switch Up with HSBC UK and long-form branded entertainment, Cancer Detectives: Finding the Cures with Cancer Research UK.
The Training-It branded entertainment deal was led by media agency, Spark Foundry, part of Publicis Media.
Stephen Parnell, Digital Commissioning Executive at Channel 4 said: “Train-ing It with Joe Wilkinson sits in the sweet spot of branded content: passionate talent with a clear creative vision, a Producer skilled at navigating every hurdle to bring that vision to life, and a brand willing to go above and beyond to make it all possible. This isn’t just a digital chat show on a train – it’s a chance for Joe Wilkinson to take his love of rail travel and combine it with genuine curiosity about the people he admires. With fantastic guests, a quintessentially British backdrop, and a series brought to life through the power of digital storytelling, it’s ultimately a warm and witty celebration of travelling across the UK by train.”
Catherine Lyver, Head of Propositions and Marketing at Rail Delivery Group said: “We wanted to show the nation what regular rail users already know – there’s something special about the little ‘time bubble’ you get on a train. It’s the perfect moment to chat, unwind, laugh or just let your mind wonder whilst someone else does the driving.
“Our new Channel 4 series brings that feeling to life with real journeys, brilliant guests and plenty of personality. It’s a fun, fresh way to share the rail’s industry’s ‘On the train you can’ message and inspire more people to discover what they can gain when they choose to travel by train.”
Chris Jones, Creative Director at Electric Robin said: “Trains are one of the few places where people still sit opposite each other and actually talk – which makes them a surprisingly good setting for a show. Joe leans into that brilliantly, creating conversations that are warm, funny and a bit unpredictable. Working closely with Channel 4 and Rail Delivery Group, it’s been a real pleasure to produce something that feels this simple, this human, and this entertaining.”
Emma Hopkins, Partner Lab leader at Channel 4 said: “It’s been fantastic to see this partnership with Rail Delivery Group, Electric Robin and Publicis Media come to life, and the result really delivers. Joe Wilkinson brings his signature wit, drawing well-known guests out of their shells as they switch off from the outside world. Train-ing It with Joe Wilkinson is a premium social branded entertainment series that’s quietly playful and a natural fit for Channel 4’s style. Spanning multiple parts of the Channel 4 ecosystem, the partnership showcases how brands can brilliantly reach and connect with audiences through distinctive storytelling, encouraging light rail users to consider the train for more of their journeys.”
Jonathan Hill, Business Director at Spark Foundry said: “We’re thrilled with this partnership – it brings together a strong brand idea, fantastic talent, and Channel 4’s ability to create compelling multi‑touchpoint content that brings our ‘on the train you can’ platform to life. Joe and his guests showcase the unique benefits of rail travel in a funny, relatable way. This longer‑form format helps us reach our target audience, deepens engagement, and adds valuable strength to our overall media mix. All aboard — enjoy the show.”
Joe Wilkinson: “I love train travel and I love chatting to folk that I admire, so I am thrilled to be doing this show.”
Produced by Electric Robin, Train-ing It with Joe Wilkinson will premiere on Channel 4’s YouTube on 27 March and will be available to stream later this spring. Highlights will also be available on Channel 4’s TikTok, Instagram, Facebook, YouTube Shorts and a contextual advert shown across the streaming platform alongside an ad pause.
The series forms part of the rail industry’s wider national marketing activity, which aims to remind people of the time value you get back when you choose to travel by train. Under its “On the train you can” platform, the campaign celebrates rail as a place to connect, unwind or be productive, a rare moment in the day when the time becomes yours again. Train-ing It brings this idea to life by capturing those real, unfiltered moments that happen when the world slows down and the carriage becomes its own little time bubble.
Pippa Considine
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