- The Task
Arriva Trains Wales operate a rail network covering more than 1,000 miles across Wales and along the Marches to Shrewsbury, Chester and Manchester. Their objective was to grow business amongst both commuters and long-distance leisure travellers promoting rail travel as a sustainable and cost effective alternative to other modes of transport. Targeted strands of the umbrella campaign ‘Love the Train’, were to engage both existing and potential customers, with the main focuses on encouraging modal shift among car-using commuters and advance purchase leisure travel to network destinations.
- The Solution
A double stranded campaign using the Love the Train message was planned to target both commuters and potential leisure travellers. On selected routes identified as having the most growth potential carefully selected outdoor media sites reached commuters whilst in car, either during commuting periods or when refuelling, maximising receptivity to time-saving and value-for-money messages. For the advance-purchase campaign a combination of outdoor and radio advertising targeted a mass audience of leisure travellers across Wales.
- The Results
One month after the launch of the ‘Love the Train’ campaign the advertised information site lovethetrain.co.uk had received over 12,500 unique users. This was supported by an overall growth in passenger numbers of 4.6%, whilst the specific products also saw a significant increase;
- Season Tickets (commuter audience): 10% year-on-year growth
- Advance Purchase fares (leisure audience): 19.3% year-on-year growth
- The Media
Outdoor large format 48 sheets, Bus stop 6 sheets, Petrol pump advertising, radio airtime on local stations in North and South Wales.