Qjump

The Brief

To develop a web site and launch campaign for www.Qjump.co.uk which has been developed by National Express Group as an online rail ticket buying facility to rival www.thetrainline.com.

With a fraction of the marketing budget devoted to launch of www.thetrainline.com, Brahm was charged with the design and build of the www.Qjump.co.uk site and the subsequent development of a launch campaign which broke in September 2001.

Our Response

Brahm successfully used an integrated Best Advice approach to produce maximum results, by forming a panel of experts from its Digital, Advertising, PR and Research specialisms. Working with BT Syntegra who produced the online ticket purchase facility, Brahm’s Digital team created the www.Qjump.co.uk web site. In conjunction with this, a creative strategy was developed around the Qjump name and the values this name communicates to the consumer.

www.Qjump.co.uk - the faster way to buy rail tickets online - was officially launched by Brahm with an above the line Advertising and PR campaign including press, online ads and sponsorship of the Sky News Traffic Report which was developed by Sky specifically for Qjump. The PR launched with a teaser to journalists and was followed up with a consumer campaign involving activity at a number of London intercity rail stations. Sales promotion offers were introduced to the site giving customers an added value offer each time they purchase a ticket. Research conducted via an online survey and site usability study was employed to test the design and navigation of the web site. In addition to this measurement, brand tracking is being used to test the strategic messages for development of future advertising & PR campaigns.

The Results

In the first 4 months after the launch the site attracted over 1/2 million visitors.

For further information please contact:

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