Campaign background
As part of c2c's new franchise agreement with the Department of Transport, they committed to increase marketing spend at a 6:1 ROI target.
The brief was to identify scalable opportunities and have measurement in place to ensure they were delivering.
Strategy
One of c2c's main challenges was that it is a 'turn up and go' railway, meaning very little data is available on purchasers of leisure tickets and the factors driving them to make a journey.
c2c needed to understand whether the activity had been effective and to account for the diverse reasons for travel that varied along...