Fixing digital journeys and targeting leisure travel grew West Midlands Trains' revenue by 89%.
Post-pandemic, West Midlands Trains faced core problems of a brand architecture that confused customers between its corporate identity and its consumer brands, and a broken digital journey that drove travellers to competitors.
This paper describes the adopted solution that combined overhauls in SEO, price transparency and contactless payments, as well as experiences like cinema takeovers and a partnership with Tik Tok phenomenon, food truck operator Spudman. Strategy also pivoted from a focus on commuters to the leisure travel sector.
Evidence presented that the strategy worked includes 89% revenue growth, a 78% reduction in digital Cost Per Acquisition, and a profit ROMI of £1.19 for each £1 invested.