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Staying in touch – on-train WiFi sponsorship. Staying in touch: Why WiFi? WiFi sponsorship is: – A way for advertisers to own the journey through perception.

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Presentation on theme: "Staying in touch – on-train WiFi sponsorship. Staying in touch: Why WiFi? WiFi sponsorship is: – A way for advertisers to own the journey through perception."— Presentation transcript:

1 Staying in touch – on-train WiFi sponsorship

2 Staying in touch: Why WiFi? WiFi sponsorship is: – A way for advertisers to own the journey through perception as an ‘added value’ and appreciated service – A direct connection to an advertiser’s online presence – A route to engagement and a deeper relationship through the smart device connection

3 Staying in touch: on-train WiFi Huge audience: currently available on selected Greater Anglia, Stansted Express and Southwest Trains train types, accessing 4.2million passenger journeys per month High frequency: WiFi users must go through the home page featuring advertising whenever they use the service, not just on initial registration Desirable audience: 69% ABC1; 50/50 male / female split 1 Connected audience: 92% of rail travellers use a smartphone on the train; 40% have bought a product / service via connected device on train itself, up from 10% in A desire for WiFi: 83% would use on-train WiFi if free to access 2 Get ahead: efficient WiFi helps busy commuters get a head start on demands of office or home – average KBH network journey time 50 minutes 2 1: TGI Q1 2014; 2: Dipsticks 2013

4 The details Greater AngliaStansted ExpressSouthwest Trains Numbers13 eight / nine carriage trains: minimum of 104 carriages in total 30 four-carriage trains: 120 carriages in total 444 fleet - 45 trains, five cars per train: 225 carriages in total RoutesTrains running on the busy long-distance Liverpool Street – Norwich commuter route Trains running between Liverpool Street and Stansted; an outstanding opportunity to reach those who are about to fly, or who have just landed in the UK Trains running between Waterloo – Weymouth incl Basingstoke, Southampton Airport, Southampton, Bournemouth and Portsmouth WiFi networkAverage number of WiFi log- ons: 26,000 per month Average number of Stansted Express WiFi log-ons: 65,200 per month A brand new network: further SWT fleets will be added following on from this installation program. Expected unique users 72,000 Frequency unknown until live. What’s availableLanding page branding: banner across top plus two spots one either side of page Landing page branding: banner across top; first spot in carousel box top RH corner; space bottom RH corner Passenger journeys covered 547,733 per month1,158,667 per month2,537,500 per month

5 O2 owned the journey with WiFi August 2013; two-week campaign WiFi sponsorship (landing page) Greater Anglia and Stansted Express Traincard domination: Greater Anglia Liverpool Street – Norwich; Stansted Express Expected WiFi log-on numbers achieved

6 Investment – WiFi sponsorship TOCnumber of trains number of carriages 4 week rate card 12 week rate card 24 week rate card Southwest Trains45225£40,500£121,500£243,000 Greater Anglia13104£18,720£56,160£112,320 Stansted Express30120£21,600£64,800£129,600 Please speak to the sales team for multiple network rates

7 Investment – optional traincard support TOC number of panels 4 week rate card 12 week rate card 24 week rate card net prod (1 design) Southwest Trains450£9,900£29,700£59,400£1,109 Greater Anglia104£2,288£6,864£13,728£600 Stansted Express120£2,640£7,920£15,840£690

8 Staying in touch – on-train WiFi sponsorship Thank you


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