Brisbane’s Airtrain takes gold
Brisbane’s Airtrain has taken out competition from across the world to trump the Marketing Campaign of the Year category at the 2016 Global AirRail Awards thanks to its ‘No Worries’ approach to customer service.
The Global AirRail Awards is judged by a panel of experts in air and rail industries electing category winners from around the world with the highest total scores across customer service, business results, innovation, communication and cooperation.
Airtrain’s ‘No Worries’ campaign was recognised for its use of strategic marketing insights to understand consumer rail experiences and develop an integrated marketing offering with a stress-free approach to travel.
Using first-of-its-kind customer research* in the transport sector globally, Airtrain was able to hone into customer motivations, aspirations and frustrations, to develop a unique customer offering like preferring to book in advance, wanting to be in control, and disliking the feeling of being restrained.
With this consumer research at its core, the ‘No Worries’ campaign drove awareness of the fantastic range of convenient and cost-effective options for bookings including e-tickets, Duo Fares and group ticketing as well as a redesigned responsive website with the country’s first airrail e-ticketing system.
Chief Executive Officer, Chris Basche, said the win is testament to Airtrain’s desire to truly understand our customer’s needs by going beyond standard airport passenger profiling to deliver a service that matters.
“The ‘No Worries’ campaign is a success because it taps into the motivators and pain-points of consumers when planning airport transfers. We heard travellers and we did something about it with a streamlined online booking platform, superb timetable with trains running every 15 minutes in peak periods to the city and new wide-berth go card gates for easier transport”, Mr Basche said.
“The findings enabled our marketing team to not only evolve and showcase the new benefits of our service that consumers are seeking, but also helped us update our brand to deliver a rolling thunder of new innovations and partnership benefits through competitions and promo code offerings”, he said.
“We are honoured with the win and I heartily congratulate the entire Airtrain family for their ongoing commitment to quality and service”.