Product category:
Web design and development
News Release from: Code Computerlove
Edited by the Marketingservicestalk Editorial
Team on 23 June 2008
Transpennine Express launches digital
campaigns
Train operator First TransPennine Express has been working with digital agency Code Computerlove to create two new campaigns to target key audiences, students and Edinburgh Festival goers.
The student campaign is an exclusive online-only deal to 16-25 year olds, offering half price train fares if they book online using their 16-25 Railcard Code's FTPE account manager, Ian Rabagliati, said: "To drive traffic to the section of the website promoting the deal, we are running an online banner advertising campaign on Facebook and other key youth sites, and have designed email marketing tools targeting students to book train travel online"
This article was originally published on Marketingservicestalk on 20 Jun 2008 at 8.00am (UK)
Related stories
Harry Potter prequel is big hit online
Waterstone's is using its competition microsite to showcase an exclusive short story by Harry Potter author JK Rowling and drive massive awareness of the brand's latest What's Your Story? promotion.
Code designs site tailored to Irish market
To support its position as Ireland's fastest growing blinds company, Hillarys has launched a bespoke website tailored to the Irish market, produced by Code Computerlove.
The campaign uses the strapline "It's cheaper by train, because there's more to life." People are being targeted via the FTPE database.
First TransPennine Express is also launching a microsite this month to capitalise on visitors travelling to Edinburgh's Fringe Festival and other Scottish festivals.
The site is being supported by an e-marketing campaign and PR.
Code's Rabagliati added: "FTPE is sponsoring elements of the Fringe Festival this year so we have created a microsite that provides details of events taking place throughout the summer, as well as a promotion to win tickets, travel and accommodation for these events.
"The microsite is being supported by PR, email marketing and off-line marketing." The festivals run in August.
These latest campaigns follow the success of First TransPennine's Liverpool Capital of Culture microsite, which has generated huge interest and an increase in train bookings.
Dave Crocker, marketing manager for First TransPennine Express, said: "Our objective when we appointed Code last year was for the website, whose address appears on virtually all informational and promotional material, to become the central focus of an active, stimulating and creative business generator.
"Putting digital at the heart of our marketing strategy is really working for us: our digital campaigns have resulted in an 85 per cent increase in online ticket sales in 2007/08 and even our paid search campaigns have been yielding a nine to one return on investment, higher than our forecast and more than traditional advertising has done in the past.
"As a result, we will be continuing with targeted campaigns to drive ticket sales and encourage people to make a leisure journey by train".
• Code Computerlove: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
