CrossCountry Trains: CrossCountry price freeze

This paper explains how CrossCountry blended consumer insight and behavioural economics to produce a real return on marketing investment in recessionary times. Since its launch in 2007, CrossCountry faced challenges including 20 competing train companies, and a lack of brand awareness and understanding in the public arena. To address this various messages encouraging online booking were directed at two target audiences, ‘Student Lifestyles’ and ‘Carefree Retirees’. As a result, visits to the website increased by 81% and the campaign is estimated to have delivered a return on investment of 1.63:1.