Magazine article Marketing

Great Eastern Creates Multi Media Push

Magazine article Marketing

Great Eastern Creates Multi Media Push

Article excerpt

First Great Eastern, the train operator that runs services between East Anglia and London, is launching a multimedia direct marketing strategy designed to make commuting easier for its customers.

The company is working with WWAV Rapp Collins, hired earlier this year to handle its [pound]1.5m through-the-line business, to build a brand that differentiates it from other rail companies and distances it from the traditional British Rail image of train operators.

As part of the project First Great Eastern, which is part of the same group as First Great Western and First North Western, is segmenting its database for the first time in an effort to identify clusters of customers and send them a series of targeted communications.

It is also launching a new web site, www.yourtrain.co.uk, on which customers will be able to access up-to-date news about train services and a forum of views on the company's performance.

First Great Eastern's 42,000 commuter customers will be able to buy and renew season--tickets online, making it among the first train operators in the UK to offer the service. …

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