Product category:
Integrated marketing
News Release from: Communique 360
Edited by the Marketingservicestalk Editorial
Team on 15 August 2007
Communique 360 launches major GroupSave
campaign
Precision marketing specialist Communique 360 has developed a new GroupSave campaign for client ATOC and a number of its member companies.
The fully integrated campaign is to promote an off-peak "turn up and go" ticket type GroupSave where four people can travel by train for the price of two adults ATOC and individual London and South East Region train operators (Southeastern, Southern, South West Trains, Silverlink, First Capital Connect, First Great Western, C2C, Central) are conducting the activity to encourage Londoners to travel out to the countryside and the coast and to encourage people from the counties surrounding London to travel into the capital
The activity is fully integrated and covers all major media.
DRTV ads will run on C4, radio ads on Capital Radio plus activity with the Evening Standard's Days Out Guide and various travel supplements.
There will also be extensive CRM activity to ATOC's database and an outdoor and underground poster campaign.
Outside of London there will be regional press campaigns supported by outdoor, radio, DM, email and door drops.
Sunara Spires, MD of Communique 360, commented: "We optimised customer profiles and looked carefully at both the socio and geo-demographics of the region in order to arrive at the strategy and implementation of this vast campaign.
"Essentially, we were setting out to change behaviour, inspiring journeys by rail to car size groups via a campaign conducted on a huge canvas.
"We have worked on ATOC's GroupSave business over the past two and a half years during which time it has enjoyed a massive sales increase, exponentially growing by over 500 per cent.
"This has been achieved without cannibalising other products such as Family Rail Card, which has seen sales grow during the GroupSave campaigns".
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