GWR REGIONAL SUMMER CAMPAIGN
Rediscover summer days out
It’s summer 2021. Time to get back on the train and make up for lost time with a blockbuster adventure.
The brief
After a year and a half of Covid ‘essential-only’ train journeys, how could we reignite a sense of excitement? How could we get people to book again?
Our activation campaign had to also integrate with the Famous Five TV campaign ‘Blockbuster Adventure’.
The insight
Covid had sparked in the nation –
Fresh curiosity for exploring Britain
New romanticism for simpler tech-free pleasures
Appreciation of time together.
Train travel for leisure could hit all three.
Radio ads
The solution
Fun, freedom and holidays. We called on the nation to rediscover Britain.
We painted pictures with playful radio ads, and used blockbuster language and film-style visuals for press ads, advertorials and social – all targeted by region.
We demonstrated the great value to be had with brand new ideas for things to see, places with multiple untapped sites, blockbuster events and a variety of ways to save.
The results
71% spontaneous awareness for the whole integrated campaign
Increased Net Promoter Score of +8
‘The rise in customer numbers began to show how usage might look in the new normal; one with a strong leisure emphasis’
GWR Annual Report 2021/22
