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
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...