First Scotrail - From tiny acorns great oaks may grow: a story of how customer insight led to improved marketing payback for First Scotrail

Andy Littlewood and Fiona Booth

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train.
Agency: Feather BrooksbankAuthors: Andy Littlewood and Fiona Booth

First Scotrail – From tiny acorns great oaks may grow: a story of how customer insight led to improved marketing payback for First Scotrail

INTRODUCTION

The rail industry defies most of the rules of traditional consumer marketing. Often the “service” is hard to control, as is the environment in which the consumer travels. Travellers leave little or no trace of their interaction with the product, apart from when the experience is negative! Against this context it may seem difficult to improve the efficiency of marketing communications; however this is...

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