Despite a backdrop of unprecedented disruption and the worst storms in history, our integrated campaign for First Great Western increased positivity towards the brand, helped FGW recover strongly from a negative financial position and supported local communities. To top this off, we’re very proud to say it has now also been awarded the overall Marketing Campaign of the Year at the CIM Awards.
First Great Western faced a huge challenge at the start of 2014, primarily due to the destructive weather that hit the South West of England. To reverse these losses we needed to inspire people to travel, create a sense of liberation and offer a transformation from one destination to another.
Our ‘BE A GREAT WESTERNER’ campaign seamlessly blended beautiful imagery and an inspiring call-to-action across a range of media, including TV, large scale outdoor, experiential, digital, PR, DM, and partnerships.
Following high praise from Prince Charles (who has a stunning photography book of the campaign), a raft of wins from the Rail Business Awards, and a Silver at the Travel Marketing Awards, we are delighted that ‘BE A GREAT WESTERNER’ has now also been awarded this CIM Marketing Excellence Award.
You can see more of the work here.Share