First Great Western: Give Your Car a Break This Summer

First Great Western hoped to convince families to take a trip to London on its railway. A campaign targeted previous customers with children at the beginning of summer vacation, knowing that parents were struggling for ideas of how to occupy their children.

First Great Western: Give Your Car a Break This Summer

EHS 4D

ENTRY INFORMATION

Category: Travel & Hospitality/TransportationCountry where program ran: United KingdomDate program started/ended: Summer 2009

Product Description: First Great Western are one of the country's largest train operators, running trains across most of the South West of the UK as well as routes into London and the South Coast.

Advertiser/Client Name: First Great WesternMedia Channels: Direct MailEmail

STRATEGY

Marketplace Challenge:

The perception of train travel in the UK is pretty poor. It's seen as expensive, inconvenient and certainly...

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