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East Coast celebrates success at Digital Marketing Awards

Train operator’s targeted online advertising wins global acclaim

Forward thinking train operator East Coast is celebrating winning two hotly-contested awards for its high-tech digital marketing.

The company picked up a Silver Award for Data Innovation at the Festival of Media Global in Rome this week – one of the world’s largest marketing awards events attracting entries from more than 40 countries.

East Coast also struck gold at the Cristal Festival of Creativity and Innovation, scooping the top award in the travel, transport and leisure category.

The train operator beat well-known brands including Etihad Airlines, Parlophone, Mazda and Herbal Essence to win both awards.

Both awards were presented to East Coast for its live online fare display advertising, which shows the most up-to-date discount fare available based on the location where the user is viewing web pages.

East Coast Head of Marketing Natalie Cowen said: “Our live display advertising is proving highly successful in reaching potential customers with accurately targeted discount fare offers.

“For instance, a potential customer viewing web pages in Edinburgh will see our advertising promoting a live fare tailored specifically to them, for a journey where we have sufficient capacity available.

“We’re delighted that this innovative and efficient marketing tool has been recognised by awards success in two of the most prestigious awards in the marketing industry.”

The latest double success for East Coast follows wins in two of the UK’s leading marketing awards schemes in 2013 for its ground-breaking live online fare display advertising.

The train operator picked up the best performance marketing prize at The Digitals, and best data innovation at the Media Week awards – widely seen as the most prestigious media award in the UK.

East Coast worked with marketing agency Havas Media to deliver the award winning online campaign. Havas Media Client Director Claire Chapman said: "We are thrilled that this campaign has received international recognition in addition to the two industry awards we already won in the UK.

“Always receptive to new ideas and hungry for innovation, East Coast create a highly collaborative environment which fosters both performance and creativity from our client-agency partnership. It's great to see our collective teams being recognised via these prestigious awards".

East Coast has won 45 awards since its launch in November 2009, scooping 19 prizes since January 2013 for its innovation and customer service.

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