thetrainline.com - Back on track: using communications to change entrenched behaviour

Thetrainline.com faced declining sales growth. To reverse this trend they identified those people responsible for the 81% of train tickets bought at the station on the day.

thetrainline.com – Back on track: using communications to change entrenched behaviour

Principal Author: Susan Poole – DLKW

Contributing Authors: Iain Hildreth and Tom Bradley – thetrainline.com; Dan Plant – Vizeum

EDITOR'S SUMMARY

The judges were full of praise for this paper. It illustrated how a new message applied according to the learnings of behavioural economics can have a radical impact upon entrenched train travel behaviours in the UK. Thetrainline.com faced declining sales growth. To reverse this trend they identified those people responsible for the 81 % of train tickets bought at the station on the day. Creative and media strategy...

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