First Scotrail - From tiny acorns great oaks may grow: a story of how customer insight led to improved marketing payback for First Scotrail

Andy Littlewood and Fiona Booth

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train.
Agency: Feather BrooksbankAuthors: Andy Littlewood and Fiona Booth

First Scotrail – From tiny acorns great oaks may grow: a story of how customer insight led to improved marketing payback for First Scotrail

INTRODUCTION

The rail industry defies most of the...

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