A train bearing the name The Flying Scotsman was launched yesterday to publicise a new, non-stop service between the North-East and London. The Northern Echo's business correspondent, Andy Richardson, was on board to see if the flagship service can help operator East Coast boost flagging demand among business travellers for its first-class tickets

SINCE the golden age of steam, The Flying Scotsman has been regarded as an iconic train service. It is no surprise, therefore, that for the launch of its new timetable, train operator East Coast has dusted off a name plate, which for nearly 150 years has been a by-word for glamour, style and speed.

However, anyone expecting to see a bright green, Sir Nigel Gresley-designed steam locomotive pulling in to Newcastle station about 7am every weekday will be disappointed. This new incarnation of the service, which links the North-East to the capitals of England and Scotland, is painted in purple livery and boasts all the accoutrement's demanded by the 21st Century business traveller, such as wi-fi, a quiet coach in first class, and sockets for laptops.

Traditionalists must also wave goodbye to the first class dining car, which has been replaced by a range of complimentary food served to passengers in their seat. In short, it is about as far removed from a heritage railway as you can get.

That did not make it any less of an attraction to the swarms of trainspotters who were out in force along the route yesterday, as the electric locomotive took a little over two-and-a-half hours to travel non-stop from Newcastle to London King's Cross.

The 2011 version of the Flying Scotsman, which, in its Twenties heyday incorporated such thrills as an on-board barbershop, is part of what East Coast have billed as the "biggest improvements to services on this line for 20 years".

The operator will have 117 extra services a week across its route, and plans to serve more than a million meals a year, a tenfold increase.

Yesterday's revival of The Flying Scotsman brand echoed the grand style of its illustrious predecessor as passengers alighting at King's Cross station were greeted by the stirring wail of the Penicuik Pipe Band.

But, away from the bells and whistles of its first-day launch, East Coast hopes the flagship service can lead a mission to win back the high value first-class customers who have been deserting the operator in droves.

The company lost £37m last year as passengers who would previously have travelled in first class bought cheaper, standard class tickets.

"We want those customers back in first, and we believe our new timetable and on board service will convince them to trade up, " said Elaine Holt, East Coast chairwoman.

The train operator faces a tough challenge. In austerity Britain, many procurement chiefs in both the public and private sectors have slashed costs by imposing a standard class only business travel policy.

Taking their lead from Prime Minister, David Cameron's mantra that "we are all in this together", even the most senior members of civil service departments have, however reluctantly, joined lower ranking colleagues in the standard class carriages.

East Coast's new timetable and a £12m overhaul of its onboard service is aimed at putting bums back on first class seats.

James Ramsbotham, chief executive of the North East Chamber of Commerce, who was on yesterday's 7.03am train from Newcastle, is an early convert.

"We hear a great deal about how this country needs a new high-speed rail network, but here in the North-East, we don't need to wait for it to be built, it's already here, " he said. "I am a regular user of this service to London. When I am meeting colleagues who have travelled in to the capital by South Eastern commuter services they are amazed, because more often than not I am the first person to arrive.

With this new non-stop service I am going to be arriving even earlier.

"Thanks to the wi-fi connectivity a business person in first class can have about two hours of quality time, so they can arrive refreshed and ready for the day ahead. The old dining car was popular with some, but I believe the modern business traveller, tapping away on their laptop, will like the new at-seat service."

Ms Holt added: "We have made a major investment and, all I can say is, airlines beware. Our first-class customers get a first-class meal included in their ticket price. That is all about encouraging people to see what great value first-class travel can be. We are confident this will be a success. East Coast has been attracting airline passengers to switch to its trains, particularly from Edinburgh and Newcastle and we expect that to continue.

"The train was packed this morning and I hope this is a sign that it has really captured the imagination of the people of the North-East.

"We inherited some things (from predecessor National Express) that desperately needed changing and today is a significant step down that road.

"I think what we are trying to do with The Flying Scotsman is to take some of the best of the past, in terms of quality and British heritage, and link it with a new product that meets the needs of today's travellers.

The Flying Scotsman is a very traditional name, but it is a very positive name. I am quite a realist. This train does what is says, it is a fast service from Scotland that calls at Newcastle."

FORMER Olympic champion Jonathan Edwards makes the 268-mile train journey from Newcastle to London every Monday morning to join his colleagues on the London Organising Committee for the Olympic Games.

He said: "This is another example of the North-East being ahead of the field. As any regular business traveller will tell you, cutting journey times is a priority. Having an early morning, non-stop service is going to be so important in helping to narrow the gap between our region and London."

East Coast admit the phasing out of its first-class restaurant carriages is one of the more controversial elements of the new service, but say it has been done in response to changing tastes.

The complimentary first class food menu tries to cater for all, with different options throughout the day. Staff on yesterday's train said the sheer range of dishes on offer may need to be reduced.

A cooked breakfast, including a vegetarian option, is served on early morning trains, which will also offer bacon butties, fresh fruit and a weekly speciality, such as porridge or scrambled egg with smoked salmon.

A lighter version of breakfast is served on mid morning trains and afternoon tea includes sandwiches and scones with jam and cream.

An evening meal with a pudding or cheese board is available on selected services.

Complimentary soft drinks are also served, with wines, beers and spirits on offer after 11am, Mondays to Fridays.

Tim Hedley-Jones, East Coast projects director, said:

"Changes to dining are a result of a detailed market research. I think that once people have tried the food, they will agree that it is the same quality as they enjoyed in the dining car.

"We still have chefs on board preparing the meals.

Essentially, the dining car hasn't gone it has just changed to become something that everyone in first class can offer. It may feel like it's the end of an era, but, hopefully, it's the start of something new and exciting.

"It's similar to the train naming, which is something our customers have asked to be brought back. We've recently named trains in honour of Sir Bobby Robson and the City of York, by doing that we are hoping to bring a degree of personality back to the service that may have been lost in recent years.

"We have also spent considerable time and money in training our staff. In that sense, it is a return to the standards of the past. We are looking forward, but with a route like this you can't ignore its heritage."