How should we promote rail travel?German, Dutch and UK students developed new marketing concepts during our two-day masterclass.
Hosted by the University of Central Lancashire’s Institute of Transport and Tourism, the event included site visits to Burnley and Blackpool, expert speakers, and workshop sessions where the students worked in transnational groups. It took place on 24th and 25th March 2015 as part of the EU Citizens‘ Rail project, and was the follow-up to our first masterclass held in Germany and the Netherlands.
Emma Walton | Marketing Lancashire
Jeremy Whitaker | Abellio
Kate Ingram | Burnley Council
David Simper | Blackpool Council
Richard Watts | Lancs County Council
The target audiences
The students researched and then generated rail marketing campaigns aimed at five groups:
Presentations by the students
Each group presented their results to an audience of rail and marketing practitioners. Explore the slides:
Impact of the masterclass
The Citizens‘ Rail partner organisations are keen to bring the students‘ insights and marketing ideas to life.
The first to be implemented has been the tourism group’s idea to promote leisure trips on local and regional lines using the onboard Wi-Fi of mainline trains. Within three months of the workshop, this concept has been put into practice by the Devon & Cornwall Rail Partnership and First Great Western – a big success for the masterclass. Read more.