Our paper describes the journey Arriva and its advertising partner Cogent Elliot took in bucking this trend – undertaking the largest marketing campaign ever seen in the industry. It tells how, over the course of three years, we were able to:
• change travel behaviour patterns, leading to over a million extra journeys
• increase passenger numbers in the face of relentless market decline
• show that routes supported by marketing activity increased passenger journeys compared to those that weren’t
• establish a positive return on marketing investment.
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