Driving brand-led value innovation
With costs rising, brands must offer real value not just discounts.
We helped Avanti West Coast turn this challenge into a chance to redefine travel affordability, reinforce the brand promise of feel-good and ultimately fuel growth.
Our goal was to amplify the Avanti West Coast brand, fill empty seats and attract people who could be flexible with their journeys, but for whom cost was a barrier to train travel.
We conducted research with non-rail users to fully understood their needs. We learned that train ticket purchasing is complex, leaving people unsure if they’re getting a good deal. Working with Avanti West Coast, we streamlined the purchasing process and introduced clear, fixed pricing for an empowering customer experience.
To gain traction at launch, we zeroed in on a demographic that values transparency and fairness: students. They’re savvy, budget-conscious, and have the ability to be flexible with their travel.
THE CREATIVE SOLUTION
Introducing the innovative low-cost Avanti Superfare – a name that boldly declares its intent. Super transparent, super simple, and super fair. Importantly, it’s the embodiment of Avanti West Coast’s feel-good travel promise, offering a journey that’s not only smart and fast, but also a better experience – a true alternative to coach travel.
Superfare’s visual identity borrows from the Avanti West Coast DNA but keeps things simple and upbeat, with a punch of fresh feel-good energy, colour and imagery. It’s not just part of Avanti West Coast; it’s Avanti West Coast at its most relaxed and fun.
As of launch, 10,000+ customers chose Superfare for trips to key UK cities, with two-thirds new to rail. It’s not just a fare, it’s a movement and this is just the beginning. We’ve got lots more ideas in the pipeline.
Our #BrandingMeansBusiness approach focuses on solving business challenges through brand-driven solutions. We ensure every product and service aligns with your ambitions, and is led by the brand’s essence to craft a value proposition that customers love and that drives the whole business forward.
For the full success story of Avanti West Coast’s Superfare or to explore what Branding Means Business can do for your brand, reach out to us, we’d love to chat.