Campaign details

Brand: Great Western Railway (GWR)
Client: First Group
Agency: adam&eveDDB London

Summary

How do you encourage the Great British public to give up the convenience of their cars and look past the modernity of planes, and instead get them to travel by train? How do you do this against the constant drip of negative media stories around ticket prices and delays? How do you do this in a way that pays back your investment over 5-fold in the first 10 weeks, and after that continue to consistently deliver for the business and the brand?

This is the story of how GWR went from selling features and fares to inspiring timeless adventures. This paper will show how a hero of the first industrial revolution ran counter to the modern way of doing things to find relevance as we live through industry 4.0.

No matter what year we're living in, or how much technology shapes our lives, certain things are simply timeless. Our 'The Famous Five' adventures eschewed modern category tropes and tapped into latent, enduring feelings, to revalue rail in the hearts and minds of the travelling public and get the Great Western Railway back on track.