Start were appointed to originate a brand strategy for thetrainline in 1999. As part of our continuing efforts in this direction, we conceived, wrote, designed and managed the content of thetrainline Store in 2002. We built the Store as a dedicated area of thetrainline website in order to increase revenue from partner offers and drive traffic through to the train ticket booking service. Key to the success of the Store is the fact that we ensured the content remained 'sticky' enough to generate repeat visits.