British Rail: Young Person's Railcard - IPA Effectiveness Awards Case Study 1988

Brief Description: Two promotions for the card . These promotions generated £14.5m profit for British rail after a spend figure of £391,800, with 20% more cards being sold than in the previous year. Campaign supporting the promotions raised awareness and improved attitudes to BR. ;---(TAGS)--- Full Title: A successful year in the life of the Young Person's Railcard ; Number: 1988/53 ; Brand Name: Young Person's Railcard ; Client: British Rail ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: Saatchi & Saatchi ; Author: Tim Duffy ;