Client: Southern Railway
Southern Railway’s ‘Rainy Day Guarantee’ is a brand new offer for Southern’s online customers which waives the usual refund charge of £10 should a customer find they need to cancel their ticket for any reason – essentially a money back guarantee.
Buying online, means buying in advance – something we in today’s society are reluctant to do with the flexible lives we’re all living right now – and the risk of your plans changing is ultimately going to cost you money.
As off-peak train travel is mostly used for days out, the risk of bad weather, the kids getting sick or just a bad hangover can make the whole planning process quite stressful.
Currently no train operator is addressing this problem and Southern saw the opportunity to help consumers reappraise the train option and make booking in advance online much more easy and flexible for the customer.
VCCP and Southern developed Rainy Day Guarantee as part of its 2010/11 strategy with VCCP developing a brand new TV ad featuring Loco Toledo, the Mexican wrestler train enthusiast that fronts all advertising.
The campaign includes TV, radio, press, online, outdoor and direct channels going live across the Southern’s core South East region.
“Of those aware of Loco, 60% have a positive impression of Southern, so he is very popular with our passengers, and we know that the Rainy Day Guarantee will only improve loyalty and encourage new people to travel by rail,” said Head of Marketing for Southern Railway, Alistair Buckle.