List of railcard holders debuts on market through Holistic

by Daniel Farey-Jones, Brand Republic 05-May-05, 07:30

LONDON – Data on regular train travellers is now available from Holistic List Management after it secured nearly 700,000 previously unreleased records of railcard holders from the Association of Train Operating Companies.

ATOC is making the data available to marketers for the first time. Andrew Robertson, acting head of marketing at ATOC, said: "The Railcards database has very targeted segments, which is appealing to most organisations using direct mail."

Holistic is offering data on 238,843 Young Person's Railcard holders between 17 and 25 years old; 136,025 Family Railcard holders primarily aged between 35 and 55 years old and 311,570 Senior Railcard holders aged over 60 years old.

According to Holistic, the data is usually never more than 12 months old because it is automatically refreshed on an annual basis if the holder renews their railcard. Most of the data contains the date of birth of holders.

Jeremy Saul, list and sales manager at Holistic List Management, said: "There are plenty of reasons why marketers will be interested in ATOC's data. The database contains very up-to-date data on young people with a high disposable income, data on the wealthy grey market and data on families."

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