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Tourists/Leisure Travellers

Explore the concept of making the journey part of the experience for tourists and leisure travelers. Discover innovative strategies for on-train and off-train marketing, engaging with different target groups, linking landscapes with journeys, and creating unforgettable memories. This masterclass presentation emphasizes the importance of collaboration with local businesses, enhancing the overall travel experience, and leveraging the unique charm of train travel.

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Tourists/Leisure Travellers

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  1. Tourists/Leisure Travellers 25/03/15 Masterclass Presentation

  2. General idea “Make the journey part of the experience”

  3. Table of content • General idea • Who is a tourist? • Off train marketing • On train marketing • Conclusion

  4. General idea Landscape Train travel “look out of the window” Relaxing atmosphere Everyone together Source: photoplusmag.com https://www.google.co.uk/search?q=tv+campaign+rail&espv=2&biw=1366&bih=667&site=webhp&source=lnms&tbm=isch&sa=X&ei=SIgSVdTcDumz7gaWr4DoBA&ved=0CAcQ_AUoAg#tbm=isch&q=train+landscape&imgdii=_&imgrc=1rxvz_fQc-s8SM%253A%3B7gUXgwUqx8s6ZM%3Bhttp%253A%252F%252Fwww.photoplusmag.com%252Ffiles%252F2012%252F02%252FSteam_trains_pictures_of_trains.lead_.steamy.jpg%3Bhttp%253A%252F%252Fwww.digitalcameraworld.com%252F2012%252F02%252F29%252Fsteam-trains-6-tips-for-tremendous-train-pictures%252F%3B610%3B453

  5. Who is a Tourist? Couples Families Retired people Lone travellers Disabled people Students Day trippers Overnight stay vs.

  6. Who is a Tourist? different target groups different problems slightly different solutions Try to get linked solutions that work for most of the target groups

  7. Off train marketing- get people on the train • Linking the information • Combining train travel with activities at the destination • Advertising (Radio, TV, Newspaper, Magazines, Social Media, Google, Newsletter, Products, on everyday life (Toilet) poster at the station) • Linking the landscape with the journey • Link to local attractions • Signs/shuttle bus • Rating system Complete journey, whole package Source: southwestcoastpath.org.uk

  8. Off train marketing- get people on the train • Vouchers, Working together with the local business • Better names for tickets/ new tickets 1.“If you come in by train you get the first beer for free” 2.“If you spend £20 in store you get 10% off on your train journey” Explorer ticket Heritage ticket Entertainment ticket No borders ticket

  9. Off train marketing- get people on the train • Bring your friends along “Get your next train journey for free if you bring 2 friends” Source: Bahnbilder.de

  10. Off train marketing- get people on the train • Name the lines • Theme routes • hop on/ hop off • information on the train • Information on different destinations, special announcement THE CASTLE LINE THE BEACH LINE THE WINE LINE “Help to name the routes, design the label, create the outside of the train” THE FAIRYTALE LINE “Our line for you” Local people/hotels advertise “their” lines

  11. On train marketing • Screen on the train /at the station • Leaflet with more information • Clean windows/toilets  Image • Wi-Fi/ access to tourist websites • Key facts • Events • What's on • Advertising • Map • Travel Speed • Weather Source: wikimedia.org

  12. Conclusion • No separate marketing • Train as a part of a big package • Working with local enterprises/people • Use the attractions/landscape to bring tourists on the train • Make the train journey something unique Source: norwegen.or.at

  13. Thank you Any Questions?

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