Student presentation at Citizens' Rail international masterclass on railway marketing, held at the University of Central Lancashire, March 2015. Find out more at www.citizensrail.org/masterclass-in-preston

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

2. General idea
“Make the journey part
of the experience”
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3. Table of content
1) General idea
2) Who is a tourist?
3) Off train marketing
4) On train marketing
5) Conclusion
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4. General idea
Train travel Landscape
“look out of the
window”
Relaxing
atmosphere
Source: photoplusmag.com
Everyone together 4

5. Who is a Tourist?
Couples Families
Lone travellers Disabled people
Retired people
Day trippers Overnight stay
Students
vs.
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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
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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
Source: southwestcoastpath.org.uk
Complete journey,
whole package 7

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
Entertainment
ticket
Heritage ticket
No borders
ticket
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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”
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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
THE FAIRYTALE
LINE
“Help to name the routes, design the label, create the
outside of the train”
“Our line for you”
Local people/hotels advertise
“their” lines
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11. On train marketing
• Key facts
• Events
• What's on
• Advertising
• Map
• Travel Speed
• Weather
Source: wikimedia.org
• Screen on the train /at the station
• Leaflet with more information
• Clean windows/toilets  Image
• Wi-Fi/ access to tourist websites
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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
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Source: norwegen.or.at

13. Thank you
Any Questions?
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