This week (28 May) the company launched a four-week campaign, which will see tickets issued from mainline stations carrying a 10% discount for all WH Smith railway station stores.

Tickets will be printed by printing and advertising specialists Ticketmedia. The Brighton based operation recently secured a three year deal, worth in excess of £1.5m per year, with The Association of Train Operating Companies.

Ticketmedia sales and marketing director Susannah Burbidge said: "This campaign will literally put WH Smith inside the pockets of the hard-to-reach ABC1 audience. 

"We estimate that 77% of people on trains are ABC1 and 66% are aged between 25 and 54. Rail tickets add a new dimension to out-of-home advertising and our evidence shows it really works."