LONDON - Network Rail is hoping to cash in on the success of Sir Alan Sugar's BBC Two show 'The Apprentice' for its latest recruitment campaign.

The campaign called "You're Hired", a play on Sugar's catchphrase in the show "you're fired", launches today and features national and regional press and outdoor advertising, which has been created in-house.

The creative aims to appeal to those who have never considered Network Rail, which is responsible for the running of the UK rail network, as a career move and features models in suits striking similar poses as 'The Apprentice' contestants in publicity shots.

Iain Coucher, Network Rail deputy chief executive, said: "If we want Network Rail to be world class, we have to not only train our people but attract new talent into our organisation to push us forward.

"Attracting the best people from outside the railway industry into these kinds of roles, in addition to recruiting internally where we can, will help us to grow and develop Network Rail into a world class organisation."

The launch of this latest campaign coincides with the end of the second series of 'The Apprentice', which was won last night by Michelle Dewberry.

The former Kwik Save checkout girl beat rival Ruth Badger to land a six-figure salary job with Sugar to launch his latest business venture, Xenon Green, an environmental initiative disposing of unwanted computer equipment.

However, it also coincides with a decision by rail unions representing Network Rail and train company staff to ballot on industrial action after failing to reach an agreement about pensions.

Unions want a restoration of pre-privatisation pension rights but Network Rail is holding firm describing its scheme as "sound".

Media buying was handled through Network Rail's recruitment agency AIA Recruitment.