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Railhub Archive
2009-01-22 ATO-001


National Rail and railcards hope for a 'Winslet' scoop

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Association of Train Operating Companies
Rail Business Awards

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National Rail and railcards hope for a 'Winslet' scoop

22 January 2009
source ATOC
type Press release

National Rail and Railcard Marketing team within the Association of Train Operating Companies (ATOC) have been shortlisted for three awards at the HSBC Rail Business Awards on 19th February it was announced this week.

An entry for National Rail and one entry for the Railcards have been selected in the PR campaign category as well as an entry in the Marketing campaign category, and are hoping to “scoop” this awards category

The PR Campaign Category will reward the most successful campaign. The two campaigns put forward are a Railcard entry and a National Rail entry.
In May 2008, two Railcards were renamed: ‘Family’ was changed to ‘Family and Friends’ and ‘Young Persons’ was renamed ‘16-25’. The PR campaign was part of an overall integrated marketing communications strategy to publicise the changes and the benefits of railcards. This included hosting a press event and conducting an extensive publicity campaign.

The National Rail Leisure PR campaign aimed to enhance the rail industry’s image on leisure travel. The focus was on the romance, adventure and enjoyment of travelling by rail.

The entry for Best Marketing Campaign is titled “Railcard EPIC Savings”. The winner of this category is the entry deemed the most successful marketing campaign.

Railcards gives the card holder savings on rail travel plus encourage incremental journeys. Railcards offer 1/3 off leisure travel (and 60 per cent off for children). The EPIC savings campaign promoted the 16-25 Railcard, Family &Friends and Senior Railcard, and generated a 7.8 per cent increase in card sales with over 11 per cent of all sales being purchased online. The campaign generated 3.6 million visitors to the portfolio of Railcard website and ran from September 2007 – September 2008.

The Rail Business Awards celebrate business success through the rail industry. The awards are open to any company associated with the UK passenger and freight rail industry and recognise and award excellence in business, technology and engineering, in safety and security, in stations and trains, in creativity and in individual achievement.

The winners will be announced at the awards dinner on Thursday 19 February at Grosvenor House Hotel in Park Lane.

Railhub Archive ::: 2009-01-22 ATO-001


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