Introduce a complete communication programme to recruit potential clients at all locations (at home, at work, in stations) with the appropriate means: At home: an addressed or non-addressed mailing (geomarketing) with an introductory offer (25% fare discount).

At work: a mailing to prepare future meetings with customer managers and the Anti-Stress Kit which includes sales tools (poster, brochure explaining the TER offer, explanation of advantages for companies and employees, special offers, a document to register and follow up individual season tickets and a thank you gift).In stations: a prize draw to attract new clients (prize of a free weekend in the region and 'Zen attitude' packages such as balneotherapy).The team focused the reader’s mind on the main and rational advantage of TER: Lower costs 'why pay more to travel to work?' And then, they gave a graphic reminder of the emotional aspect more free time and less stress.

The programme is available to regional TER management departments in the form of the Kit. The regional departments are then responsible for all aspects of the promotion and do not need to consult head office.

Results reveal the efficiency and pertinence of the programme since 75% of regional departments use the kits.