ATOC stages consumer PR pitch for railcards

The Association of Train Operating Companies (ATOC) has put its consumer PR account up for grabs as its bids to better promote family, senior and young person’s railcards.

The account is believed to be worth around £80,000 and will involve promoting the benefits of railcards to consumer travel media.

Key objectives of the brief include increasing railcard renewal and travel using the cards, as well as driving sales among new or lapsed railcard customers.

ATOC has contacted 30 PR agencies inviting them to pitch and is in the process of creating a shortlist. The pitches will be held within the next month and a decision is expected by the year’s end.

‘The review comes as a result of good business practice,’ said ATOC media relations manager Jane Vincent, adding that incumbent agency Trimedia has been invited to repitch.

Trimedia has held the account for around eight years. The decision to put the work up for pitch follows the appointment of British Safety Council marketing manager Ian Fraser to head of marketing in September.

ATOC – an incorporated association owned by its members – was set up by the train operators formed by the privatisation of the railways more than a decade ago.

It provides its members with a range of services that enable them to comply with conditions laid on them in their franchise agreements and operating licences.

These include National Rail Enquiries, international products and travel agent licensing, as well as railcards.

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