Virgin Virgin Trains Virgin Trains East Coast Messaging Travel Geo-fence Customer Acquisition

Virgin Trains East Coast: Customer Acquisition

Objective

To encourage potential new customers to use Virgin Trains East Coast.

Strategy

Intelligent geo-fences were set up in destinations along the east coast route to identify people travelling to and from London. Weve removed those already travelling by train to create a bespoke segment of potential new customers. A text message was delivered and directed prospects to further content from Virgin Trains East Coast.

Results

4.6% CTR for potential new customers

2.8 x higher CTR Vs current Virgin Trains East Coast customers

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