Coach Marketing Award
The winner of this award will demonstrate the creative use of a range of marketing tools to grow their business and increase consumer awareness.
Any methods in the marketing toolbox can be used: branding, business-to-business, direct mail, media advertising, the internet, PR or a combination of all these techniques.
The important thing is that they will have delivered measurable results. At the heart of this success will be well-researched travel markets and clear monitoring criteria to judge results and fine-tune campaigns as necessary.
The Winners: Greyhound UK, FirstGroup
In 2009, FirstGroup brought the iconic Greyhound to the UK, promising exceptional customer service in luxury coaches with free wifi, plug sockets, leather seats and extra legroom. The 2010/11 marketing was designed to win passengers in difficult times and position Greyhound as a viable alternative to the car.
The judges praised this well-executed and stylish campaign, with both the marketing and the overall product design rooted in extensive customer research both before, and after the campaign, which will steer future product development.
Runners Up: "You Know You Wanna", National Express
"You Know You Wanna" from National Express – a marketing campaign using social media and online advertising to raise awareness of our Young Persons Coachcard and promote coach travel across Britain.
The campaign centered on a “money can’t buy”competition prize and experiential activity to engage with 16-26 year olds online and in universities, colleges, bars and sixth form centres.
The “You know you wanna” campaign was a landmark advertising project for the company, as it put social and online media at the heart of the campaign - a factor which greatly impressed the judges.
The company wanted the campaign to be modern, exciting and completely interactive – it was about starting a two-way dialogue with customers - and proved very successful, quadrupling Facebook followers and increasing coachcard sales by over 36%.
… and by whom?
As well as coach operators and suppliers of services to coach operators, we welcome nominations by customers, local authorities and tourist attractions. Where nominations are made by third parties, the nominee will be contacted and asked for additional information. Self-nomination is acceptable.
Criteria and Entry Requirements
The award will be based on the quality of the information supplied. Nominees were asked to:
- Describe the initiative, how it was planned and what targets were set for it.
- State how the initiative was executed, showing the methods used and why
- Give some indication that demand was stimulated and customer access to the product improved
- Supply statistical evidence showing the results of the campaign in terms of patronage, revenue or other appropriate indicators
- State whether the results are likely to be sustainable
- Describe any future plans for further development.
- Supply appropriate examples of the campaign materials that delivered the reported results.