Serco Docklands hands consumer account to Flagship Consulting after four-way pitch
Sep 09: Following a four-way competitive pitch, which included two incumbent agencies, Flagship Consulting has won the ‘growth marketing’ consumer side of the PR account for Serco Docklands, the operator of the Docklands Light Railway (DLR) which serves Docklands, Greenwich, Lewisham and East London.
The Flagship Consulting team, led by Managing Director Jackie Murphy, will manage a comprehensive consumer PR campaign for Serco Docklands, targeting three main audiences: tourists, local residents and commuters, with the emphasis being placed on influencing an increase in off-peak passenger journeys.
The campaign will use a mix of traditional and social media methods to highlight the array of activities, attractions and venues that can be reached using the DLR; and encourage those already on the network – local residents as well as those working in the Docklands – to use the service in other ways. This will build on Serco Docklands’ existing marketing campaigns, including ‘Getoutmore’, ‘Visit DLR’ and ‘Yourailway’.
“Flagship Consulting has broad experience in consumer, travel and leisure PR and one of the first things we did was speak to a number of DLR users. We quickly realised there was a real opportunity to encourage people to discover more of the DLR network and the hidden gems along the line,” says Jackie Murphy, Managing Director, Flagship Consulting.
“We believe social media will be a key component in encouraging people to explore more of the network and use DLR in different ways, as it enables engagement and interaction with customers.”
Sarah Allen, Head of Marketing & Communications, Serco Docklands says, “Flagship Consulting impressed us with its enthusiasm and flexible ideas, which we could easily incorporate our existing marketing campaigns.
“The team’s previous transport and leisure experience was crucial to us, but so was its understanding of social and online media, which is increasingly important in reaching commuters and tourists.”
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