Marketing the « Beach Train »

Citizens’ Rail - Final Conference1.10.2015

Why are we focusing so much on the commuting market ?

33%commuting

6

51 7008 000

5 40018 600

9 900

4 000

28 100

34 km 22 km

30 km

29 km

18 km

21 km

37 km

77 km

109 km

85 km

44 km

67 km

Tours

La Rochelle

127 km

The Saumur – Les Sables

d’Olonne line

has never been considered as a whole

©Pi

ppal

ou /

mor

guefi

le.c

om

What did we do ?

Please wait

Thinking

©htt

p://

snc1

pced

arbr

ae.w

ikisp

aces

.com

/cob

urn

=

By Wasi ahmed02 (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons

STRATEGY - Change the perception

PRODUCT

© Maxence Gross

PRICE : 45 €

BRANDING

INTERNETAn URL :

www.letraindesplages.paysdelaloire.fr

ADVERTISING

FAMILY

How we promoted the Beach train

Flyers in mailbox 16 500 flyers + 1000 posters 40*60 in shops Affichage 2m² (*53)

40 000 baguettes bags

in bakeries

2 videos

Inspired by

Citizens’ rail

Highway to success

3 Steps to success

Information

New perception

It works !

3 Steps to improve rail services

2013Beach trains :1 round trip on Saturdays & SundaysFrom 7th of July to 25th of August

2014Beach trains :1 round trip on Saturdays & SundaysFrom 1st of May to 28th of September

2015Beach trains :1 round trip on Saturdays & Sundaysin May, June & September1 round trip every day in July & AugustCastle trains :1 round trip on Saturdays & SundaysIn July & August

Number of travellers is rising

Image clipart2013 2014 2015

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

- 1,972 2,292

5,333

5,607 6,365 -

-

10,295

-

1,765

post-été

semaine plein été

week-end plein été

pré-été

9 344

5 333

18 952

Number of travellers / train

2013 2014 2015

May & June - 52 53

July & August WE 171 148 177

July & August weekday - - 129

September - 110 ?

TOTAL 171 103 119

Image clipart

5 major stations on the line

Image clipart

Saumur-Rive-Droite

Montreuil-Bellay

Thouars

Bressuire

Cerizay

Pouzauges

Chantonnay

La Roche-Sur-Yon

La Mothe-Achard

Les Sables-D'Olonne

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

28%

4%

28%

19%

5%

5%

7%

20%

4%

79%

If the ‘Beach Train’ did not exist

49%would have stayed at home

© n

ikily

nne/

mor

guefi

le.c

om

51%would have travelled by

another mean of transport

Thank you for your attention