CITIZENS RAILBurnley Manchester road

OUR TARGET MARKET

Families• At least 1 adult

• Children under 16 yo

• Extended families

WHY THE TRAIN?

Possible issues:

• Car as main competitor

• Travel at peak time not feasible

• Seating and space issues

INTERVIEW RESULTS – PADIHAM GREEN

WHAT ARE WE GOING TO DO

• Incorporate the positive aspects of travelling by train

• Create a new brand image and marketing campaign

What the Kids said What we found

“I can play and look out of the window” More opportunities to incorporate activities

“I can use the bathroom” Facilities on board

“I like everything about the train, it is so fun”

More exciting than travelling by car

The journey is part of the EXPERIENCE

OUR MESSAGE

• Travelling by train is an enjoyable experience for families

• It is FUN for the children

• It is EASY for the parents

EDUCATION IS KEY!

Following from the Community Rail Lancashire Programme

• Brian The Bull

• Brand Mascotte

• Brand Recognition

• Rail Passport

PROMOTION

• Continue to educate the children – incorporate it in the curriculum

• Improve networking between schools and rail

• Advertising in prominent areas

• Social Media

• Child friendly apps and games

• Websites

• Events and themed trains

RECOMMENDATIONS

• Interactive tables• Functional for

everybody• Fun for kids• Incorporate

advertising• Priority for families