Alabama & National Rail (Senior Railcards)

Alabama & National Rail (Senior Railcards)

Win an amazing holiday to Alabama with your senior railcard

Alabama & National Rail (Senior Railcards)

Destination Brief

  • Promote the profile of Alabama to a targeted audience who like to travel
  • Educate consumers about what's on offer in Alabama through a digital campaign
  • Raise the profile of Alabama as a tourist destination
  • Direct traffic to the Alabama Tourist Board website
  • Collect data for future activity

Partner: National Rail (Senior Railcards)

  • Partner with National Rail’s Senior railcard holders
  • Senior railcard holders like to travel and have a real sense of adventure, making them a perfect target audience for Alabama
  • National Rail like to reward their customers with regular prize offers
  • Their customers are digitally savvy and have email open rates that are double the national average


Campaign:

A campaign specifically targeted to Alabama’s older target audience

  • Dedicated landing and entry page with links to the Alabama Tourist Board website
  • E-newsletter to the growing National Rail Senior Railcard holders
  • Posts on the National Rail facebook page
  • Data capture box specifically for Alabama Tourist Board

This campaign doubled the expected opt-in’s proving the competition was a success for both National Railcard and the Alabama Tourist Board .