Carat lands media business for ATOC

The Association of Train Operating Companies has appointed Carat to its media planning and buying account.

ATOC: appoints Carat
ATOC: appoints Carat

It is believed that ATOC has appointed Carat’s Leeds office for its three main railcard brands: 16-25 Railcard, Senior Railcard and Family & Friends Railcard.

Agencies received a tender for the review in September 2012. ZenithOptimedia is the incumbent.

The majority of ATOC’s marketing activity is digital and designed to drive online sales.

ATOC appointed The Red Brick Road to handle the integrated advertising account for its railcard business in April 2011, and an outdoor and online campaign by the agency kicked off in May 2012.

ATOC is the representative body of the UK’s major train operators, including Southern and Virgin Trains. Carat and ATOC were un­available for comment.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).