By target group: Product use: Rail, bus users

 

A case study describes a campaign to promote awareness of the new integrated Winter Timetable for First Great Western and First Great Western Link. This was the first time that these services were bei ...

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished. Not even when the op ...

This study explains the launch of an internet train ticket booking service in competition with the main rival. The authors outline a tracking study which showed that the campaign had been successful ...

This study describes the launch of a multi-journey travel card for Translink (Northern Ireland's public transport operator). The authors claim that it dramatically changed behaviour to bus travel and ...

Translink had shown enormous confidence with their product investments in CityBus. Existing core customers had noticed and customer research confirmed their appreciation. However, patronage and revenu ...

Scottish Citylink, Scotland’s leading provider of express coach services, set out to increase revenue during the summer months of 2002, both to help its Singapore parent company, DelGro, and to bolste ...

This case study demonstrates how the agency was able to create a campaign aimed at averting negative impact on the brand. The advertising objectives were defined as changing perceptions and advertisin ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

This study describes how a coach company was able to successfully provide an offer on a website. The advertising strategy was two fold; the first was to launch, explain the contents and persuade peopl ...