ILN Group > EastMidlandsTrains > East Midlands Trains

Created in November 2007, East Midlands Trains needed a website that would successfully launch it as a new brand, allowing it to stand out immediately against long-established competitors. The site would also need to provide authoritative journey-planning information for East Midlands Trains customers, as well as integrating multiple third-party travel information services.

The solution

Generate a compelling online experience to attract a high degree of advocacy and loyalty
Promote travel by focusing on the destination, not simply the journey

ILN created a website combining highly accessible journey-planning information with engaging content highlighting areas of interest to the audience. Users were also encouraged to register for direct communications in order to build a customer database that could be used to drive revenue.

The results

Designed, built, tested and launched within eight weeks, the site successfully provided the focus for brand activity — receiving 2 million page views in the first month — and inspired user loyalty, with more than 50 per cent repeat traffic and 15,000 registrations. It also integrated seamlessly with third party services such as National Rail.

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	Created in November 2007, East Midlands Trains needed a website that would successfully launch it as a new brand, allowing it to stand out immediately against long-established competitors. The site would also need to provide authoritative journey-planning information for East Midlands Trains customers, as well as integrating multiple third-party travel information services. The solution Generate a compelling online experience to attract a high degree of advocacy and loyalty Promote travel by focusing on the destination, not simply the journey ILN created a website combining highly accessible journey-planning information with engaging content highlighting areas of interest to the audience. Users were also encouraged to register for direct communications in order to build a customer database that could be used to drive revenue. The results Designed, built, tested and launched within eight weeks, the site successfully provided the focus for brand activity — receiving 2 million page views in the first month — and inspired user loyalty, with more than 50 per cent repeat traffic and 15,000 registrations. It also integrated seamlessly with third party services such as National Rail.	Aegean Speedlines COI (Roster) CMCI East Midlands Trains » Fairways and Swinford Farrer & Co. GE SeaCo » Grupo Ultrafemme (Luxury Avenue) Interval International Isle of Wight (Island Visitor) Lucky Dragon Maserati » National Express East Coast Orient-Express Hotels, Trains & Cruises Rolls-Royce Motor Cars Sea Containers SeaStreak America Inc. South West Trains