To increase the level of off-peak travel on the Central Trains Network, to improve traffic to the website and to highlight and demystify the pricing structure of fares.
Using a 3-tiered system of origin and destination train stations, Communiqué 360 developed an integrated marketing campaign featuring direct mail, door drops, tram liners, radio, posters and micro sites. This promoted key locations to raise awareness of the destinations’ attractions and encouraged advance bookings to achieve the lowest
possible fares.
The focused campaign has exceeded all sales and Key Performance Indicators, increasing web traffic and generating strong response rates. Multiple media
combinations boosted these rates further, for instance where direct mail achieved a 7.3% response rate, combined with a door drop this increased to 9.71%.
