Challenge
Increase the number of off-peak leisure travellers into London by train.
Solution
Communiqué 360 worked with ATOC to deliver the ‘2for1’ entry offer to major London attractions in conjunction with train travel. We were able to use a tactical approach to minimise their advertising spend by using qualitative and quantitative research to profile and segment our audiences by Train Operating Company. We then created a mix of advertising and broadcast media to increase awareness, alongside on-station marketing collateral and direct marketing, including doordrops and online, to motivate response.
Results
Year on year from 2005/6 to 2006/7, when the campaign was refreshed, the total number of voucher redemptions across all TOCs rose year on year by 10%. Certain individual TOCs saw even greater success, with c2c’s redemptions up by 26.8%, First Capital Connect’s by 24.7%, South Eastern’s by 33% and Southern’s by 13%. There was also a 27% increase in registrations for the offer online, with the total number of web voucher redemptions climbing 25.6%. (Paper voucher redemptions, meanwhile, were up 5%.) Printed brochure requests jumped 23%, while the total number of downloads grew by 13%.