How First Great Western made everyone a train driver

The Scalextric UK Tour from Blackjack Promotions

How First Great Western made everyone a train driver

As part of their "Be a Great Westerner" multi-media advertising campaign which runs across OOH, radio, TV, digital, newspaper, First Great Western wanted to continue this through face to face customer engagement, so enlisted Blackjack Promotions to help with this.

First Great Western launched the campaign to engage with new and existing customers, to highlight the fantastic regions that they serve. In addition to this, First Great Western wanted to maximise the revenue of their customer database.

This strategy involved communications developments as well as recruiting new email subscribers to the Escape eNewsletter programme and converting existing season ticket holders to online renewals.

The interactive campaign created invited people to join the ‘First Great Western Challenge’ and try their hand at driving a First Great Western-branded train along the track. Customer Data was captured in the process to increase the numbers of "Escape" e-newsletter subscribers.

Blackjack Promotions created the concept and provided a dedicated team of staff to travel to various First Great Western sponsored events. The team were responsible for setting up the kit at each event and managing data capture for the brand, which was done via a web-based iPad data capture tool Blackjack created.

The train set was hugely popular, encouraging footfall onto First Great Western stands of between 500 – 1000 customers daily at each event, and creating great a fantastic level of brand awareness for First Great Western.

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