Tourists/Leisure Travellers

Tourists/Leisure Travellers

Tourists/Leisure Travellers 25/03/15 Masterclass Presentation 1 General idea Make the journey part of the experience 2 Table of content 1) General idea 2) Who is a tourist? 3) Off train marketing 4) On train marketing

5) Conclusion 3 General idea Train travel Landscape look out of the window Relaxing atmosphere Everyone together

4 Source: photoplusmag.com Who is a Tourist? Couples Families Retired people Lone travellers Disabled people Students Day trippers

vs. Overnight stay 5 Who is a Tourist? different target groups different problems slightly different solutions Try to get linked solutions that work for most of the target groups

6 Off train marketing- get people on the train Linking the information Combining train travel with activities at the destination Advertising (Radio, TV, Newspaper, Magazines, Social Media, Google, Newsletter, Products, on everyday life (Toilet) poster at the

station) Linking the landscape with the journey Link to local attractions Signs/shuttle bus Rating system Complete journey,

whole package Source: southwestcoastpath.org.uk 7 Off train marketing- get people on the train Vouchers, Working together with the local business 1.If you come in by train you get the first beer for free 2.If you spend 20 in store you get 10% off on your train journey Better names for tickets/ new tickets Explorer ticket Entertainmen

t ticket Heritage ticket No borders ticket 8 Off train marketing- get people on the train Bring your friends along Get your next train journey for free if you bring 2 friends Source: Bahnbilder.de 9

Off train marketing- get people on the train Name the lines Theme routes hop on/ hop off information on the train Information on different destinations, special announcement Help to name the routes, design the label, create the outside of the train Our line for you Local people/hotels advertise their lines THE CASTLE LINE THE BEACH

LINE THE WINE LINE THE FAIRYTALE LINE 10 On train marketing Screen on the train /at the station Leaflet with more information Clean windows/toilets Image Wi-Fi/ access to tourist websites

Key facts Events What's on Advertising Map Travel Speed Weather Source: wikimedia.org 11

Conclusion No separate marketing Train as a part of a big package Working with local enterprises/people Use the attractions/landscape to bring tourists on the train

Make the train journey something unique Source: norwegen.or.at 12 Thank you Any Questions? 13

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