Getting back on track with Train It CHOOSEday

After Covid-19 de-railed West Midlands Railway’s planned Car Free Friday initiative, the team got things back on track with a new campaign driven by fresh consumer insights.

This led to the creation of ‘Train it CHOOSEday’ – a campaign aimed at encouraging hybrid workers to ditch the car commute and choose the train instead. At the centre of the campaign was an incentive offering 10,000 commuters complimentary travel on a day of their choice. Launched through PR, paid and organic social, and OOH activity, all free tickets were gone by the end of the campaign’s first day. The brand secured 49 pieces of PR coverage in major media outlets. Organic social content reached over 430,000 users. While paid activity reached over 1,300,000 people, as well 11,921,765 impressions delivered by OOH. 92% of people using the promotion code were brand-new accounts on the online booking system and there was a 121% increase in app users. There were also 38,497 visitors to the Train it CHOOSEday webpage across the week-long campaign.