A greater destination
Greater Anglia is one of the largest UK train operators servicing North London, Cambridgeshire, Norfolk, Hertfordshire and Essex.
We were appointed to promote Greater Anglia’s rail deals and products to show the great value for money available to consumers.
With an integrated approach, we developed creative, social media and PR campaigns to launch the Club 50 Railcard, promote products (including 2 for 1, off-peak tickets and Advanced) and encourage customers to switch from paper season tickets to the Smartcard.
A trio of campaigns
Greater Anglia’s priority was the launch of their Club 50 Railcard. The initial strategy was to create a network of ‘50 Greater Experiences with Greater Anglia’, where local businesses and attractions would sign up to offer Club 50 members exclusive discounts and deals.
To promote products, we created a cartoon character, Ken The Fare Guru, a pricing analyst, who helps passengers to understand fares, best deals and rail cards. Ken is based on a real employee and is self-confessed train geek bursting with train and ticket knowledge. We developed ten eye-catching graphics featuring cartoon Ken with top tips and travel hacks which ran across social media and via a targeted email campaign.
We created a competition campaign encouraging people to hand in paper tickets in exchange for Smartcards, as an incentive, in return customers would be entered into a prize draw to win two tickets to an O2 event of their choice.
Through cross promotions we achieved 9 pieces of coverage for Club 50 including The Telegraph, Money Saving Expert, Railway Gazette and Which?
We were thrilled that our campaign Ken the Fare Guru attracted 7 pieces of coverage and facts and deals were published in newspapers across East Anglia and Essex including Cambridge News, Essex Live, Basildon Echo and Rail Advent.