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CITIZENS RAIL
Burnley Manchester road
OUR TARGET MARKET
Families
• At least 1 adult
• Children under 16 yo
• Extended families
WHY THE TRAIN?
Possible issues:
•...
INTERVIEW RESULTS – PADIHAM GREEN
WHAT ARE WE GOING TO DO
• Incorporate the positive aspects of travelling by train
• Crea...
OUR MESSAGE
• Travelling by train is an enjoyable experience for families
• It is FUN for the children
• It is EASY for th...
PROMOTION
• Continue to educate the children – incorporate it in the curriculum
• Improve networking between schools and r...
RECOMMENDATIONS
• Interactive tables
• Functional for
everybody
• Fun for kids
• Incorporate
advertising
• Priority for fa...
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Marketing rail travel to families

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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

Published in: Marketing
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Marketing rail travel to families

  1. 1. CITIZENS RAIL Burnley Manchester road
  2. 2. OUR TARGET MARKET Families • At least 1 adult • Children under 16 yo • Extended families WHY THE TRAIN? Possible issues: • Car as main competitor • Travel at peak time not feasible • Seating and space issues
  3. 3. INTERVIEW RESULTS – PADIHAM GREEN WHAT ARE WE GOING TO DO • Incorporate the positive aspects of travelling by train • Create a new brand image and marketing campaign What the Kids said What we found “I can play and look out of the window” More opportunities to incorporate activities “I can use the bathroom” Facilities on board “I like everything about the train, it is so fun” More exciting than travelling by car The journey is part of the EXPERIENCE
  4. 4. OUR MESSAGE • Travelling by train is an enjoyable experience for families • It is FUN for the children • It is EASY for the parents EDUCATION IS KEY! Following from the Community Rail Lancashire Programme • Brian The Bull • Brand Mascotte • Brand Recognition • Rail Passport
  5. 5. PROMOTION • Continue to educate the children – incorporate it in the curriculum • Improve networking between schools and rail • Advertising in prominent areas • Social Media • Child friendly apps and games • Websites • Events and themed trains
  6. 6. RECOMMENDATIONS • Interactive tables • Functional for everybody • Fun for kids • Incorporate advertising • Priority for families

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