YORK-BASED train operator East Coast has launched a new Price Promise – guaranteeing that its cheapest fares will always be available via its website.

The business says the promise offers a best value guarantee to new customers and to the thousands of passengers who book discounted East Coast Advance fares via its website www.eastcoast.co.uk every week.

It tells customers that if they have booked their ticket for travel on an East Coast service, where the majority of their journey time is on one of its services, at www.eastcoast.co.uk and found a cheaper price online, East Coast will match it and refund them the difference.

Head of Marketing Natalie Cowen said: “With a variety of websites and apps all claiming to save money and offer best value, knowing where to turn to find lowest priced fares can appear confusing, especially to customers who don’t travel regularly by train and may not understand the ticket types on offer.

“Our Price Promise gives everyone who chooses to buy East Coast train tickets via our website www.eastcoast.co.uk the peace of mind of knowing they’ve found the best deal on price every time – and the guarantee that we’ll match any lower online price for the same ticket, and refund the difference."

A new marketing campaign to let customers know about th Price Promise, is underway , using station advertising, electronic customer communications and social media activity.