Concept testing for Golden Rail

Date of publication: July 1, 1979

Abstract:

Previous research into consumer responses to 1978 Golden Rail brochure has found negative reactions to the use of McGill type postcards. British Rail and the Agency wish to re-examine consumer responses to a postcard brochure format as a means of communicating Golden Rail as 'A holiday all the way' and in relation to the positioning statement 'Golden Rail holidays are an inclusive UK holiday package from British Rail, with everything taken care of at an inexpensive all-in price'.

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