Rail Professional Marketing Campaign of the year TFL LONDON RAIL
Enter Loco Toledo and Southern’s new
The East London Line Extension (ELL) – from Dalston Junction to West Croydon – opened for full service on 23 May 2010. The communications plan ran in the run-up to opening and for a month afterwards, to drive awareness and promote the key messages of quicker and cheaper journeys. A wide range of information, marketing
and PR activity was undertaken, with integrated planning allowing these three strands to complement and reinforce each other. Numbers have grown significantly and research shows high awareness of the line.
SOUTHERN RAILWAY
An important element of the start of the new Southern franchise in Autumn 2009 was the launch of a new, improved customer website and the development of a new impactful marketing proposition centred on growing the market for rail travel via an engaging new character.
marketing campaign. The business results from these activities clearly demonstrate the success of Loco and the commercial value he has added to Southern since his launch in November 2009.
TRANSLINK
Steady growth has been achieved by Translink NI Railways due to new rolling stock, improved service and infrastructure, excellent punctuality and reliability as well as innovative multi-layered marketing campaigns. Despite a difficult economic climate, day-time off-peak travel continued to increase. However, analysis on journeys and revenue in the evening off-peak period showed a decline. Faced with potential service cuts, NI
Railways introduced a new marketing campaign, Rail Nights Out, to stimulate travel in the evening. This highly successful campaign has not only stopped the decline
in patronage but has increased passenger journeys by 10.3 per cent and revenue by 19.9 per cent since its introduction.
FIRST TRANSPENNINE EXPRESS As the UK economy headed into full blown recession, First TransPennine Express took the decision to face the tough economic times head on and invest in a high-profile marketing campaign, including using television for the first time.
The campaign focused on the great value of
advance purchase ticket prices, using a quirky and engaging creative approach. This is a message that has really hit home with a more money conscious general public, enabling First TransPennine Express to continue to grow above expectations.
MERSEYRAIL Earlier this year, Network Rail announced that a major renewal of the track between Hunts Cross and Liverpool Central – one of
GB Railfreight
TfL London Rail
Merseyrail
Southern Railway Page sixteen
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