London
2009 saw the campaign enter its third year and, taking into account the economic downturn, was more tactical than ever before, leading on great 2FOR1 offers for visiting Kent attractions, accommodation, shopping and restaurants. The offers were available to anyone travelling by rail with Southeastern.
The campaign was predominately an above-the-line campaign and was backed by sophisticated e-marketing, website development and PR.
2FOR1 offers were promoted across the following platforms:
- 48-sheet highlight poster sites at London Victoria and London Charing Cross
- 6-sheet digital posters across the London Underground network
- Tube card panels across the London Underground network
- Heart FM radio (London)
- Poster sites across the South eastern network
- 16-page brochure containing over 40 2FOR1 offers for Kent
- Dedicated campaign website - www.visitkentbytrain.co.uk
- Web banners, E-newsletters, Social Networking Sites
- PR (Press releases, Press competitions, Press trips, Case studies)
Key results for the campaign:
Based on the conversion research conducted at the end of the campaign and using the Cambridge Model Economic Impact Model we can estimate the campaign brought £801,712.08 into Kent.
From a budget of £230,000 this results in a 3.5:1 Return on Investment.
Key Results include:
No. of 2FOR1 vouchers downloaded 5,386
No. of 2FOR1 vouchers redeemed 7,839 (75% from brochure and 25% from website)
Top 5 voucher redemptions:
1. Canterbury Cathedral
2. Leeds Castle
3. Howletts or Port Lympne Wild Animal Park
4. Dover Castle
5. Hever Castle & Gardens
From the research:
- 48.8% stated they had thought about visiting and the 2FOR1 offer persuaded them to take the trip.
- 32.8% were planning on visiting anyway and the offer was an added incentive
- 11.2% stated the offer was the only reason they visited.
- 96% of businesses that participated in the campaign in 2009 would do so again in 2010.
This hugely popular campaign has just been re-launched for 2010/2011.