GWR: Five have a jolly big business effect

Michelle Gilson and Les Binet

Great Western Railway, a UK train operating company, used emotion to drive its strategy to increase revenue and profit with a backdrop of negative press around train fares and service.

Campaign details

Brand: GWRAdvertiser: Great Western RailwayAgency: adam&eveDDB; Wavemaker Manchester

Summary

How do you encourage the Great British public to give up the convenience of their cars and go on holiday by train? How do you do this against the constant drip of negative media stories around ticket prices and delays? And how do you do this in a way that pays back your investment over 5-fold in just 3 months.

The answer? You enlist the enthusiastic help of 4 children, lashings of ginger beer…and a dog called Timmy.

This is the story of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands