Enriching the travel brand

St. Pancras

Truth

Today, St Pancras is not just a transport hub; it is a branded destination in its own right. When Network Rail approached us, they had successfully created an environment that encouraged people to visit, but hadn’t translated their customer data into real insight. We would help them to think beyond processing large volumes of commuters to consider the needs of leisure customers, too.

Change

By observing and analysing the behaviours of people travelling through the station, we enriched the “Meet me at St. Pancras” proposition to define a customer segmentation that made sense to operational partners, and informed engagement throughout the station. This marketplace investigation led to a retail strategy and new marketing platform with a distinctive tone of voice that matches the station’s cutting-edge architecture and Victorian elegance.

Success

+ Messaging at the right time and place for travellers
+ St Pancras found a voice to express itself
+ “This is the first time I’ve seen market research produce customer profiles that match the people I meet on a daily basis.” – Manager, SSP (M&S)