Following the introduction of the East Midlands Trains’ London-bound timetable, LIDA has launched a direct and digital campaign to complement press, TV, outdoor and on-station advertising created by M&C Saatchi.
The campaign consists of door drops, email and online advertising. The door drop is being sent to over 2 million prospects in catchment areas of key stations – including the new East Midlands Parkway – determined by drive time analysis.
Emails will be sent to customers in the East Midlands Trains’ database, the creative features geographically targeted messages. Online advertising will be geo-targeted and rendered on websites popular in the region.
All communications highlight the service improvements –faster journey times and increased frequency – that investment in infrastructure has allowed. These are the first major changes East Midlands Trains has introduced since taking over the franchise to run services in 2007.
Marc Turley, Head of Marketing at East Midlands Trains, added: “The improvements to our services, especially increased speed and frequency, are key to the future growth of train travel along the route. This campaign helps our prospects and customers re-consider train for their journeys to London and stimulate demand.”
Camilla Patel, Group Account Director at LIDA, said: “Our focus has been to maximise the synergies between different media and ensure that the prospects we target get an integrated message.”
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