In 2013, the South West was hit by horrendous storms, forcing Great Western Railways to suspend 80% of its services. Encouraging people back to the region wasn’t going to be easy.
The bold idea
Show the South West in all its glory – on broadcast media and large formats that would make people want to down tools and head straight to the station (or go to gwr.com to book tickets, we weren’t fussy).
The campaign generated the highest ever online sales for GWR (including £2 million in just one week) and £13 million for the region. Not only that but it was both the CIM Marketing Campaign of the Year and The Marketing Society’s Effective Marketing Campaign of the Year.