Using Expanded Data Signals to Drive Data-Led, Revenue Driving Media Buys

Client: LNER

LNER transitioned from a capacity-focused media buying model to a dynamic, revenue-driven approach powered by real-time data, fine-tuning media investment to maximise revenue. MG OMD's innovative Value Engine tool optimised investments across 1,200 routes, leading to significant revenue increases over six months, and projected revenue outputs over 2025 from significantly improved ticket sales. Improvements also included a 10% rise in Average Order Value and a 5% reduction in cost per click.