Scotrail: how to win friends and influence people

This paper seeks to demonstrate the advantages of advertising aimed directly at opinion-forming journalists.
Agency: BMP DDB NeedhamAuthor: Ian Forth

ScotRail: how to win friends and influence people

INTRODUCTION

This paper attempts to explain the contribution an advertising campaign in the daily press made to its client's performance. The client is ScotRail.

Before we start, some prefatory comments might be useful.

  1. This case study is highly unusual. In the past, some IPA papers have dealt with campaigns in which the press were of equal importance as the end ...

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