MBO Solutions has put together a direct mail campaign for Great
North Eastern Railway to promote the train operator’s new StandardPlus
business travel service between London and Leeds.
A direct mail pack will feature details of the new on-board facilities
on dedicated coaches, which include personal at-seat service, free
papers and complimentary tea and coffee.
Malcolm Brown, marketing manager at GNER, said: ’Customers are
increasingly looking for on-board services that are a step above
standard fares but deliver value for money.’
He added: ’The job is to communicate the benefits of the new service to
existing and potential business travellers. Direct marketing is an
important aspect of our communications campaign and we are delighted to
work with MBO, which offers a complete package through creative
expertise and database management skills.’
Mail shots will target existing GNER business passengers as well as
potential customers who are currently using private or company cars to
travel the same route.
GNER will also target the travel industry to try to recruit businessmen
who fly between London and Leeds.
A special frequent traveller incentive will also feature in the mail
packs, awarding points for each journey which are redeemable for first
class weekend travel or ABC cinema tickets.
The direct mail campaign complements a 48-sheet poster push through the
Leeds-based agency, Charles Walls. Posters are located along the rail
approaches to London and Leeds.
However, the company is now talking to a number of other agencies about
an autumn TV campaign.