East Midlands Trains launches first B2B campaign

The integrated campaign, which includes online ads, email and direct mail, targets SMEs in Sheffield, Nottingham, Leicester and East Midlands Parkway who travel to London.

The online ads will feature on sites with high traffic from businesses in the target areas and the first wave of direct mail is being sent out to a test group of 40,000 contacts.

Lida was tasked with creating a campaign that highlighted the "speed, punctuality and value for money" of travelling by East Midlands Trains to London.

Direct mail for the campaign is tailored to each region with offers including free parking at East Midlands Parkway station, upgrades to First Class or free on-train breakfasts.

This will be followed up with an email going out to 5,000 recipients in order to test response uplift.

The direct mail piece features the headline "It pays to move fast in business" which runs across an image of a train passing buildings, which sway with the speed of the train.

The body copy explains the improved journey times from the target locations and reminds recipients about the opening of the new multi-million pound East Midlands Parkway station, with over 100 trains each day.

Inside the pack is a personalised letter that explains how the new East Midlands Trains timetable has reduced journey times and improved punctuality.  It also provides a buy 10 journey tickets for the price of nine offer. 

Marc Turley, head of marketing at East Midlands Trains, said: "This is an extension of our marketing strategy and required a tailored programme. Lida has clearly communicated the key drivers for business customers, our value, convenience and punctuality, with this campaign."

Camilla Patel, group account director at Lida, added: "Our focus is to generate incremental revenue in the tough economic climate and communicate the value and efficiency East Midlands Trains can offer SMEs travelling to London."