Travel South Yorkshire Online Marketing

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Client: South Yorkshire Passenger Transport Executive (SYPTE)

March – June 2011

Brief: To design and deliver a coordinated online marketing campaign to promote the relaunch of the Travel South Yorkshire website.

Core activities: The campaign targeted four key audiences as defined in SYPTE’s customer segmentation model: high-street shoppers, people participating in leisure activities, higher education students and city / town centre 9 to 5 workers.

Based on behaviour change principles, campaign messages focused on the individual’s motivators, preferences and choice architecture. By taking a customer-led approach and positioning advertising where the key customer group is, the marketing campaign has clearly demonstrated that future SYPTE campaigns should focus on the journey a particular individual makes, rather than targeting a person’s overall travel behaviour.

The campaign delivery incorporated:

1. Producing a strategy to identify online marketing opportunities, use of social media and email marketing based on a series of messages that use behaviour change principles
2. Creative design of online advertising campaign
3. Procuring advertising across a range of online media
4. Tracking campaign reach and impact across all channels

Results: The online ad campaign over achieved against the performance objectives to increase traffic to the new website. The results demonstrate great success over the period the campaign was running:

• 85,000 unique visitors to the website – 216% above target
• 125,000 hits to the homepage – 33% above target
• 52,500 repeat visitors to the site – 27% above on target
• 255,000 visits to the whole site – 65% above target
• 63% website satisfaction rate – 9% above target
• 59% increase to the site of new visitors in comparison to 2010