WWAV wins pounds 5m direct task for rail group

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.

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

travellers.



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.



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