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CrossCountry Trains: CrossCountry price freeze - 2011

IPA Effectiveness Awards Case Study

Brief Description: This paper explains how CrossCountry blended consumer insight and behavioural economics to produce a real return on marketing investment in recessionary times. Since its launch in 2007, CrossCountry faced challenges including 20 competing train companies, and a lack of brand awareness and understanding in the public arena. To address this various messages encouraging online booking were directed at two target audiences, ‘Student Lifestyles’ and ‘Carefree Retirees’. As a result, visits to the website increased by 81% and the campaign is estimated to have delivered a return on investment of 1.63:1. ;---(TAGS)--- Full Title: CrossCountry price freeze ; Number: 2011/12 ; Brand Name: CrossCountry Trains ; Client: CrossCountry Trains ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: McCann Manchester ; Author: Ian Lloyd Jones - McCann Manchester, Matt Inston - McCann Manchester (Contributing) ;

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