Marketing Strategy Execution
Multinational Transport Operating Company executing their mobilisation marketing strategy following a successful UK franchise bid.
Context
Following a successful franchise bid, our client had to deliver several mobilisation initiatives in parallel to ensure the franchise's launch executed smoothly for rail users.
The ask
Our client wanted Flourish to manage the team tasked with mobilising all marketing and communications initiatives associated with the franchise’s launch, managing all supplier deliver marketing collateral.
What we did
We managed the development and implementation of the franchise rebranding of trains, stations and all marketing channels, including the delivery and migration to a new website and CRM database.
We negotiated deals with partners and local authorities to secure their continued support for franchise initiatives.
We controlled the £1 million ticket promotion campaign launch and several franchise advertising campaigns.
Outcome
The result was the successful rebranding of over 300 trains and over 350 stations across the country, the delivery of a new website and CRM database and a national outdoor, TV and online advertising campaign all timed for the franchise’s launch.