Rail Business Awards 2010 Preview


Merseyrail’s busiest routes carrying 27,000 passengers per week – was going to be closed for five weeks. The result was that Merseyrail would need


to transfer its passengers onto buses. With it being much quieter on the roads during the school holidays, the danger was that people would start using the bus or car to reach their destination once normal service was restored. Merseyrail therefore looked at the closure as an opportunity, not only to retain its loyal customers, but to attract new ones through a dedicated marketing campaign.


EAST MIDLANDS TRAINS With its summer 2010 marketing campaign, East Midland Trains sought to tackle beliefs about the cost and availability of cheap rail tickets.


Through a campaign that challenged


established rail advertising practice and drew on extensive consumer insight, East Midlands Trains achieved a turnaround in the sales of


its main leisure products and outperformed industry comparators.


Key results of the campaign included: a 29


per cent increase in the sale of standard class advance tickets; the annual growth rate of sales of walk-up leisure tickets outperforming other train companies by more than 10 per cent; a 61 per cent increase in sales on the East Midland Trains website; a £2.3m incremental revenue earning during a 16-week campaign period; and a ROI of 3.2:1.


GB RAILFREIGHT


In the 11 years since it was founded, GB Railfreight has established itself as a brand renowned for reliability, innovation and value for money. In developing its marketing campaign, GBRf’s main focus was on structuring a plan that maintains and furthers that reputation.


The campaign also reflects GBRf’s plans


for expansion within the UK, as well as the company’s international ambitions. Within


a limited budget, the campaign exploits the full range of marketing opportunities – including the imaginative resurrection and modernisation of railway locos being named after football clubs – helping to produce a new business for the company.


LONDON MIDLAND


The Great Escape combined risk, innovation and customer focus to produce London Midland’s most successful campaign to date, transforming the company’s reputation, while raising its profile and market share on highly competitive routes into London. Based around a £10 ‘go anywhere’ ticket


available during school half-term periods, the campaign captured the public’s imagination by allowing them to go wherever they wanted, without the need to worry about cost or making plans. The result was to get so many people talking about the promotion that ROI rose from 3:1 to 7:1 without any increase in marketing spend.


London Midland


First TransPennine Express


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