First TransPennine Express
Challenge:
First TransPennine Express is one of the few train operating companies in the United Kingdom running 24 hours a day, including through New Year's Eve night. The routes that it operates connect together the north east and north west of England and 67 places in between. The challenge was to deliver a fully integrated campaign that was quirky, humorous, engaging and maximised off-peak passenger numbers during a crucial six week period.
Solution:
We devised a blended online and offline campaign that incorporated TV, radio, local and national press advertising, online display and social media management. The campaign deployed a highly flexible visual landscape that could easily incorporate promotional messaging about many different destinations.
Results:
- 4% growth rate in online sales in first week of activity alone
- 40% increase in traffic navigating to the booking engine
- 43% increase in first time site visitors
- Doubled follower base on Twitter in just 2 months
