East Midland Trains

Top Things To Do.
East Midlands Trains, like all travel companies, was trying to find another way to not only sell ticket but to help promote some of their less popular routes through the UK as the majority of tickets sold were mostly to London. To help them with this course, there seemed to be a very interestingly untapped market of promoting activities within the Midlands themselves. As they already distributed an onboard magazine that dipped into local activities and attractions, we decided to take that property one step further by creating a blog and Facebook presence. The main strategy was to promote life and fun within the Midlands primarily and help people get there through East Midlands Trains promotions secondarily.

This strategy not only allowed EMT to create a genuinely helpful web property, but also gave me tangible relevance to their services by pushing more than commuter routes and schedules. Along with providing interesting editorial, we also wanted to implement a better SEO strategy for EMT by trying to weave as many relevant key terms into the copy as possible, but without strangling the friendly tone of the writing.

Media:

Secondary marketing blog, Facebook pages

Role:

Social media strategist and creative director

Agency:

ILN

Links:

http://topthingstodo.co.uk
Top Things to Do on Facebook