East Coast is set to launch an exciting integrated campaign offering a free First Class ticket on its trains to persuade business travellers to ditch the plane and try the train.
Digital and direct agency, Tullo Marshall Warren (TMW), has devised an exhaustive and impactful direct marketing / below-the –line campaign to stimulate customer engagement and encourage brand recognition amongst people who have not considered travelling on train for business. The campaign encompasses DM, CRM activity and personalized press ads.
East Coast is targeting business travellers working in Edinburgh or Newcastle who usually fly to London for business. The train operator is also targeting existing East Coast business travellers and members of their loyalty scheme, who are being incentivised for recommending and converting their ‘flying’ colleagues to try the train.
TMW knew that getting business travellers to swap the plane for the train would be a big challenge as their usual transport choice was likely to be habitual and a sub-conscious decision.
Therefore, as part of the strategy, TMW felt the creative needed to shake them out of that habit and convince them that travelling by train in First Class with East Coast would be a more productive journey To cut through the many business messages this audience are used to receiving and to create an impact, TMW developed a creative theme which will be used across all direct response communications channels.
The creative features a series of colourful ‘doodles’ that are witty and conversational in tone, tapping into the truisms of business travel, subtly observing the disadvantages of flying and highlighting the benefits of travelling with East Coast trains.
The ‘doodles’ are illustrated using the vibrant colour of purple - the brand’s identity. Direct mailpacks are being sent to business travellers who usually fly, providing them with information about the service as well as details of the free First Class ticket.
Emails are being sent to existing East Coast customers and loyalty scheme members, incentivising them to recommend a friend/colleague to take up the free ticket offer. SMS will be sent to customers who have booked a flight between Edinburgh or Newcastle to London. In addition, leaflets are being handed out by taxi drivers picking up business passengers from Newcastle and Edinburgh airports, encouraging them to take the train for their next journey.
Plus, leaflets will be distributed to key corporates where East Coast has already established relationships who have agreed to take part in the offer. A press ads will be published in The Insider magazine, which has been personalised to the subscriber.
Sara Borland, Business Marketing Manager at East Coast, adds: “We love the brilliantly simple but effective creative developed by TMW. It spoke to the business audience in a language they could empathise with, while also taking a well-known phrase and giving it a refreshing compelling, business-orientated spin. We are confident that we will see a surge in business travellers preferring to take the train with East Coast.”