GWR LOCAL TRAVEL DOOR DROPGreat start
A family summer to remember begins right on your doorstep with Great Western Railway.
The brief
To increase leisure train travel over the summer holidays.
The insight
Children love freedom of train travel but parents want short, hassle-free journeys.
And Marketreach research told us that mail is revisited four times on averag, and it stays in the home for at least a week.
The solution
We created geo-targeted interactive maps, each with three places to visit by train in under 90 minutes. Each town/city itinerary included a range of sites from history and a family fun activity to food and drink.
We went further for parents – we provided super useful geo-tailored content, such as public transport info and parking costs.
And for the kids? Stickers to mark up where they’ve been. The door drop map was perfect to stick up on the fridge for the whole summer and inspire the family’s next trip with GWR.
The results
23% transactional uplift in bookings from Penzance
7% uplift from Cardiff
20% uplift from Oxford
DMAs Silver Winner
