DIRECT NEWS: MBO masterminds GNER direct mailer for new rail service

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.

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.



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