Over the course of the campaign, the team successfully directed passengers to online tools, identified relevant industry stakeholders and kept them informed, managed the impact on passengers, employers and businesses, engaged with Network Rail and Train Operator Company staff and developed water-tight contingency communications. All while continuing to sensitively promote the scale, complexity and benefits of the work and the wider Thameslink Programme. All messaging and collateral development was informed by direct feedback from passenger research groups.
- High levels of positivity around the campaign: Insight tracking showed 52% national awareness of our campaign, 99.2% Southeastern passenger awareness and an 87% behaviour change among targeted passengers
- 67% awareness amongst business stakeholder groups
- Positive, wide-ranging media and social media coverage across all channels.
The bold and consistent passenger information campaign achieved 98% passenger awareness amongst Southeastern passengers, gaining the required cut-through to suppress passenger demand.
Transport Focus: “This multi-channel campaign demonstrates best practice in passenger communications.”
Paul Maynard MP, Rail Minister: “…the positive feedback from passengers reflects the well planned communications and work of everyone.”
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