Following on from winning Rail Operator of the Year and Marketing Campaign of the Year at the Rail Marketing Awards, as well as the Chartered Institute of Marketing Campaign of the Year for the BE A GREAT WESTERNER 2014 Campaign we have a new summer campaign for First Great Western.
We spread the joy across printed and digital outdoor, online, TV, VOD, radio and press, where First Great Western are targeting holiday-makers in the South West and London to enjoy over 270 unique destinations where there is something for everyone.
The campaign was moved on to inform potential customers of the frequency of trains to raise awareness of how readily available travel to the key destinations is. In addition to this we developed lines to promote advanced fares.
Radio followed the same structure of the ‘Kennings poem’ as the previous campaign, but with more summer related phrases such as ‘Days brightening. Clouds parting.’ We also introduced that style to Press and 6 sheet, using a more emotive message and personality to deliver hard working call-to-actions that emphasise the ease of rail travel.
The campaign launched at the start of June and will run until the end of July.