Challenge
The London 2FOR1 promotion, which offers train travellers two-for-the-price-of-one entry to the capital’s top attractions, has proved hugely successful. However, as it entered its seventh year, participating TOC c2c was conscious of the need to counter possible customer fatigue. Our task was to come up with a fresh angle on the proposition, to maintain and increase interest.
Solution
Over the years, the audience had been so heavily bombarded with the "top attractions" message that the full extent of the promotion – which comprised offers at a whole range of venues across London – wasn’t being recognised. Therefore, departing from the usual approach of promoting one of the 10 most-visited venues to represent them all, we undertook street casting sessions to find real c2c customers – adults, seniors and children – and interviewed them about what drew them to London. The findings informed a campaign that employed a broad mix of media, with collateral depicting these real people and stating what they enjoyed doing.
Results
Initial findings are that efforts to underline the diversity of 2FOR1 offers have paid off. Not only have the main attractions in the campaign benefited, but lesser-known participants have also enjoyed an increase in voucher redemptions. Additionally, it would appear that a greater number of redeemers are making multiple attraction visits on their day out.
