CrossCountry Trains: 2010 Price Freeze

Ian Lloyd Jones

This campaign, for CrossCountry Trains, used an insight into the recessionary mentality of rail travellers and the application of learnings from behavioural economics to build ROI.

CrossCountry Trains: 2010 Price Freeze

Principal Author: Ian Lloyd Jones, McCann ManchesterContributing Author: Matt Inston, McCann Manchester

1. Introduction

This paper explains how CrossCountry (XC) blended two ingredients to produce a real return on marketing investment. Those two ingredients were:

  1. an insight into the recessionary mentality of rail travellers , and

  2. the application of learnings from behavioural economics

2. Why this paper is important

In marketing communications less is usually more. We’re all trained to think about ‘the single thing we want to say’. Sometimes, though, let’s be honest, more is more. This paper shows how a...

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