Powerhouse is believed to have picked up a pounds 100,000 account
from the Association of Train Operating Companies to promote its
ATOC originally asked eight agencies to pitch for the business and is
understood to have drawn up a short list of three consultancies:
Countrywide Porter Novelli, Millbank and Powerhouse.
This will be the latest in a series of agency appointments for the
In May ATOC hired Westminster Strategy as its first retained public
ATOC markets the railcards on behalf of the 25 train operating companies
that it represents across the country. Some of the railcards are
’mandatory’ - such as those for young, elderly and disabled passengers -
while others, such as network and family railcards, are ’voluntary’.
The agency will promote railcards on a national basis, but the
difficulty facing ATOC is that each deregulated train operating company
has its own promotions and they have often run their own independent
discounts or incentives.
The task of the appointed agency, which will work alongside ATOC’s
marketing agency, Aspen Business Communications, is to try to reverse
the decline in the use of railcards.
In particular it wants to boost the off-peak use of railcards, which
means targeting a non-commuter audience.
As well as running a generic awareness campaign over the next year, ATOC
plans to run a specific campaign in October aimed at senior citizens,
which will incorporate a two-for-one offer.
ATOC has already used PR consultancies on a project basis to promote
Countrywide carried out media relations work over the Christmas period
for the family and young persons railcard to promote the benefits of
railcards and of train travel in general