marketing the "beach train"
TRANSCRIPT
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Marketing the « Beach Train »
Citizens’ Rail - Final Conference1.10.2015
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Why are we focusing so much on the commuting market ?
33%commuting
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6
51 7008 000
5 40018 600
9 900
4 000
28 100
34 km 22 km
30 km
29 km
18 km
21 km
37 km
77 km
109 km
85 km
44 km
67 km
Tours
La Rochelle
127 km
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The Saumur – Les Sables
d’Olonne line
has never been considered as a whole
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What did we do ?
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Please wait
Thinking
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By Wasi ahmed02 (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
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STRATEGY - Change the perception
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PRODUCT
© Maxence Gross
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PRICE : 45 €
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BRANDING
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INTERNETAn URL :
www.letraindesplages.paysdelaloire.fr
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ADVERTISING
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FAMILY
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How we promoted the Beach train
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Flyers in mailbox 16 500 flyers + 1000 posters 40*60 in shops Affichage 2m² (*53)
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40 000 baguettes bags
in bakeries
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2 videos
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Inspired by
Citizens’ rail
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Highway to success
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3 Steps to success
Information
New perception
It works !
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3 Steps to improve rail services
2013Beach trains :1 round trip on Saturdays & SundaysFrom 7th of July to 25th of August
2014Beach trains :1 round trip on Saturdays & SundaysFrom 1st of May to 28th of September
2015Beach trains :1 round trip on Saturdays & Sundaysin May, June & September1 round trip every day in July & AugustCastle trains :1 round trip on Saturdays & SundaysIn July & August
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Number of travellers is rising
Image clipart2013 2014 2015
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
- 1,972 2,292
5,333
5,607 6,365 -
-
10,295
-
1,765
post-été
semaine plein été
week-end plein été
pré-été
9 344
5 333
18 952
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Number of travellers / train
2013 2014 2015
May & June - 52 53
July & August WE 171 148 177
July & August weekday - - 129
September - 110 ?
TOTAL 171 103 119
Image clipart
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5 major stations on the line
Image clipart
Saumur-Rive-Droite
Montreuil-Bellay
Thouars
Bressuire
Cerizay
Pouzauges
Chantonnay
La Roche-Sur-Yon
La Mothe-Achard
Les Sables-D'Olonne
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
28%
4%
28%
19%
5%
5%
7%
20%
4%
79%
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If the ‘Beach Train’ did not exist
49%would have stayed at home
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51%would have travelled by
another mean of transport
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Thank you for your attention