The problem
Avanti West Coast:
The Summer Fun Forecast
Ahhh, British summertime. Blink and you’ll miss it. But summer is awfully slow if you’re a train company. So we inspired the nation to chase summer fun – and the occasional sun – on the train with a weather-based, location-targeted drumbeat of emails that hit all the right behavioural levers.
In the summertime, many of Avanti West Coast’s regular commuters hop off the train and onto a cheap flight to Spain. And those that do choose a staycation would rather take the car. This leaves Avanti with less bums on seats and less money in their pocket.
Our solution
A hyper-tactical but super-fun email campaign running weekly all summer long – with 1000s of dynamic event suggestions based on your location and the weather forecast that week. Plus, time-bound ticket offers to dial up the urgency. All brought to life on a tight budget, using an LLM agent trained on Avanti’s TOV guidelines.
+£400,000
average ticket sales per send
How it worked…
We sent out a weekly email newsletter jam-packed with summer fun to be had around our network (sun not included).
We only recommended events within a close radius of the customer – and, of course, that they could travel to by train.
We tailored suggested events to the weather – with more outdoors if it was sunny, and more indoors if it was rainy.
We pulled in dynamic subject lines and email heroes adapted to the forecast in the customer’s area.
We dialled up the urgency with savings for those who booked tickets within 24 hours of receiving the email.
There were 1000s of event descriptions written by an LLM agent trained on Avanti’s TOV (and overseen by me).
