Targeted to potential rail travellers into London from within the M25 corridor, our series of quarterly eshots and door drops was researched, written and distributed with the audience at top of mind. Competing with bus and underground modes of travel, we secured exclusive offers for the area around Liverpool Street, including clubs, bars, shops and restaurants, with great success.
Winner of the Creative East Best Advertising Campaign, our fully integrated 2006 campaign for ‘one’ railway successfully contributed to a significant increase in the train operating company’s ROMI. As well as a highly successful business campaign, we succeeded in driving up the number of leisure journeys made across the ‘one’ network throughout the year. Our strategy incorporated both traditional and digital channels, including TV, door drops, station collateral, eshots, web ads and viral campaigns.
Building on the success of our 2006 customer campaign, 2007 saw another boost to ‘one’ railway’s revenue from our fully integrated strategy spanning the business and leisure arms. This included an increased use of digital channels, such as e-marketing and viral games, and additional investment in CRM. The results? An ROI of 25:1 for email communications and a customer database that grew from 20,000 to 200,000. TV recall rose from 48% to 70% in just 6 months (Gfk NOP World).
