National Express

The Brief :

To encourage more people to travel by train during the traditionally quiet summer period and experience the benefits of rail travel, demonstrating that train travel is an easy, convenient, comfortable way of travelling throughout the UK.

Our Response:

Brahm’s Direct Marketing and Promotional Marketing specialist teams collaborated to produce Britain’s biggest ever rail giveaway - the ‘Getaway Giveaway’ door drop promotion.

The main mechanic for this promotion was a free rail ticket. This ticket enabled one adult to travel free of charge on certain NX Train Operating Companies routes. The door drop was distributed to over 5.5 million households throughout the UK and seven Train Operating Companies took part in the promotion, which included c2c, ‘one’ Railway, Wagn, Wessex Trains, Silverlink, Central Trains and Midland Mainline.

The promotion also ran in the Evening Standard as part of the National Express ‘Getaway Giveaway’ delivering over 1.6 million free rail tickets, which resulted in over 7 million free tickets being given away in total making this promotion Britain’s biggest ever rail giveaway.

Two supporting micro websites were built by Brahm’s Digital team to run throughout the promotion giving customers access to route maps, more information about destinations and train times. A data capture element was built into both sites which enabled customers to input their details and enter a free prize draw competition.

Each customer who travelled using their free ticket was asked to complete their details on the ticket including name and address and answer three short questions which formed a data capture mechanic and enabled National Express to compile a database.

The Results

More than 7 million free rail tickets were distributed.

Brahm negotiated over £200,000 worth of extra media support including colour page features in the Evening Standard on five consecutive days, coverage on Heart FM, news stand posters and the Evening Standard website.

The database is currently being compiled and ticket sales are being monitored.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com