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Tourists/Leisure Travellers25/03/15

Masterclass Presentation

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General idea

“Make the journey part of the experience”

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Table of content

1) General idea2) Who is a tourist?3) Off train marketing4) On train marketing5) Conclusion

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General idea

Train travel Landscape

“look out of the window”

Relaxing atmosphere

Source: photoplusmag.com

Everyone together

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Who is a Tourist?

Couples Families

Lone travellers Disabled people

Retired people

Day trippers Overnight stay

Students

vs.

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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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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

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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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Off train marketing- get people on the train

Bring your friends along

“Get your next train journey for free if you bring 2 friends”

Source: Bahnbilder.de

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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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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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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

Source: norwegen.or.at

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Thank you

Any Questions?