Chiltern Railways Clubman Launch

This paper studies the successful positioning of a Clubman train service between Birmingham and London.
Agency: McCannEricksonAuthor: Not credited
 

Area Awards 2001 Bronze

Chiltern Railways

Clubman Launch (September 1998 September 1999)

 

Summary

Chiltern Railways launched the Clubman service in September 1998. A Birmingham London rail service with new trains, new timetable, and new value pricing, it provided a commitment to the Midlands business traveller and signalled the ambitions of the Chiltern Railways business.

The new service proposition presented a unique brand opportunity. An effective communication campaign would not only increase business traveller usage of the Chiltern Railways service to London, but could effect a dramatic reappraisal...

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