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Arriva Trains Wales A Regional Case Study ITV1 Wales Autumn 2009

Arriva Trains Wales A Regional Case Study ITV1 Wales Autumn 2009. Background. Arriva plc is a major transport service organisation within Europe. The company offers bus, train, commuter coach, waterbus and airport transport services, as well as bus and coach distribution.

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Arriva Trains Wales A Regional Case Study ITV1 Wales Autumn 2009

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  1. Arriva Trains WalesA Regional Case StudyITV1 WalesAutumn 2009

  2. Background • Arriva plc is a major transport service organisation within Europe. The company offers bus, train, commuter coach, waterbus and airport transport services, as well as bus and coach distribution. • Arriva Trains Wales has a fleet of 125 trains which operate more than 955 services every day. • Arriva Trains Wales chose to undertake a regional TV advertising campaign on ITV1 Wales in support of its fare promotion Club55.

  3. The Media Campaign In previous years advertising had mainly consisted of local radio. Concerns about potential return on investment had prevented Arriva Trains Wales from advertising on television. The campaign aim was to target the 55+ market by offering a reduced ticket cost for this age group. It was decided that ITV1 could offer airtime that would target this market perfectly.

  4. Objectives Aims: To achieve 14,000 ticket sales during the campaign To raise the profile, identity and brand of Arriva Trains Wales To increase passenger numbers To remind the public that Arriva Trains Wales offers great value for money and convenient transport solutions

  5. The ITV Campaign Arriva Trains Wales decided that TV would be the perfect medium to make customers aware of their reduced ticket offer. Advertising on ITV1 would enable Arriva Trains Wales to focus its activity on a small and specific catchment area in a powerful and impactful way. A campaign was booked on ITV1 Wales for 7th September-16th October. The campaign would target the 55+ market through ITV1’s weekday afternoon schedule. The campaign consisted of 56 spots in the afternoon from Monday to Friday only. The 30 second ad featured in various well known ITV programmes including Loose Women, 60 Minute Makeover, The Alan Titchmarsh Show and Midsomer Murders.

  6. The Creative • Arriva Trains Wales wanted a simplistic and no frills commercial which would appeal to the target market. • A voiceover repeatedly promoted the cost and the areas that the 55+ age group could visit. The advert detailed the reduced prices and contact information, directing viewers to the website and prompting viewers to call by providing a contact number. • Computer generated images were used to support the campaign message.

  7. The CommercialSeptember – October 2009

  8. Coverage and Frequency • Days: 29 • No. of Spots: 56 • Tvrs: 114.4 • Avg Tvr: 2.04 • OTS: 4.28 1+ coverage: 586,943 adults saw the commercial at least once 4+ coverage: 206,111 adults saw the commercial 4 times or more Source: BARB/Infosys

  9. Amazing Results… Arriva Trains Wales had anticipated approximately 14,000 ticket sales. The campaign was a huge success as 34,000 tickets were sold! Arriva Trains Wales went on to book a second campaign in Jan 2010.

  10. Testimonial “Advertising on ITV was a key component of our integrated campaign to promote Club55. It ensured awareness of the offer was raised with our target audience on a national scale and proved invaluable in ensuring the success of the offer. We were delighted with the results and will be sure to advertise with ITV again in the future.” Vanessa Schotes, Head of Marketing

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