WWAV Rapp Collins has scooped the pounds 5 million centralised
direct marketing business for First Great Eastern and First Great
Western trains after a three-way pitch.
The agency pitched against the two incumbents, Cramm Francis Woolf and
Claydon Heeley Jones Mason, and has a brief to significantly increase
the companies’ direct marketing activity.
The train operators have three main objectives: to increase off-peak
volume; increase business usage and satisfy the needs of regular
The relationship marketing drive comes at a time of high customer
dissatisfaction in rail services across the board.
The Central Rail Users’ Committee, the statutory passenger watchdog, has
said that nearly 60 per cent of passengers do not feel that they are
getting value for money, especially given the high level of Government
funding pumped into the industry.
Lesley Mair, the chief executive of WWAV, said: ’We are delighted to be
working with First Group in this exciting sector. We look forward to
utilising our data and strategic skills to deliver what matters most to
our clients’ bottom line.’
Meanwhile, the train companies are under pressure to perform, with
several of the 25 train operators expected to lose their contracts in
the next round of franchises.
A survey, carried out by the Government’s shadow strat-egic rail
authority at the end of last year, showed that only two-fifths of
passengers think the railways represent good value for money.