CrossCountry gains competitive advantage online with ‘Price Freeze’
CrossCountry trains outperformed the industry in a tough economic climate when McCann Manchester helped increase website earnings – its most profitable channel – by 81% YOY. CrossCountry’s online operation allows passengers to book a ticket for any rail journey in Great Britain – even on a service operated by another operator. The ‘Price Freeze’ campaign, which ran in quarter one of 2010, stretched across broadcast, print, online, CRM, SEO, PR and on station posters. It targeted students and retirees, raising awareness of CrossCountry’s online offering. While other operators increased their prices, CrossCountry froze theirs, providing a strong call to action to book through the CrossCountry site. The seven week campaign delivered a substantial return on investment.