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Strategic Automation Boosts Revenue for East Midlands Rail

Disciplines covered

Data Analytics • Marketing Automation • PPC

Fountain was tasked with revitalising the marketing strategy for East Midlands Rail (EMR), a prominent UK railway operator that had recently undergone a rebranding from East Midlands Trains. The project’s aim was to significantly enhance revenue through strategic automation and collaborative marketing efforts.

The Challenge

Following its rebranding, EMR faced the dual challenges of establishing its new identity in the market and achieving an ambitious return on investment (ROI) of 2000% within just three months of the campaign launch.

The company required a marketing approach that would generate substantial revenue quickly and efficiently, while reducing the workload of its busy marketing team.

Our Approach

Fountain initiated the project with comprehensive forecasting, research, and strategic planning.

They identified opportunities for automation that could replace manual efforts, implementing automated bidding strategies and custom-built scripts to manage tasks and budget pacing more effectively.

Large-scale responsive search ads and targeted seasonal campaigns were launched specifically for the rail sector, supplemented by on-site landing page conversion rate optimisation (CRO) to direct traffic effectively.


  • Digital Strategy Development
  • Automated Marketing Solutions
  • SEM (Search Engine Marketing)
  • CRO (Conversion Rate Optimisation)
  • Data-Driven Analytics and Reporting


The campaign concluded in November 2019 with remarkable success:

  • Revenue targets were exceeded by 41.9%.
  • Cost per acquisition (CPA) was 28.7% below target.
  • The campaign achieved an actual ROI of 2754% against a target of 2000%.
  • Seasonal campaign ROI reached 3710%.
  • EMR generated £1 million per month following the campaign launch.

This success has cemented a robust and profitable ongoing partnership between EMR and Fountain, characterised by mutual trust and strategic collaboration.

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To discover how Pimento can transform your company’s digital marketing strategy and achieve remarkable financial results, please contact us.