East Coast Trains launched its new GBP7 million marketing campaign on Saturday.
The brand campaign features on the strapline ‘Feel at Home’ and will focus on customer behaviour; the speed and frequency of its routes and its advance fares in ‘at-home’ environments.
Media outlets will include television adverts, independent cinemas, on-demand television services, radio and social media.
On Facebook the company will launch a ‘Bid for a Seat’ app where users can bid on what they think will be the lowest available for that journey, and win a free First Class return journey for guessing correctly.
“The Feel at Home campaign is about the motivating idea of something which already happens: our customers comfortably travelling on our trains,” said Peter Williams, commercial and customer service director at East Coast. “The aim of the ‘Bid for a Seat’ app is to highlight the breadth of our route network with a fun, weekly contest.”
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