NEWS: Great Western draws up a shortlist of four

Great Western, which runs InterCity trains between London, South Wales, the Cotswolds and the West of England, has begun a review of its advertising account.

Great Western, which runs InterCity trains between London, South Wales,

the Cotswolds and the West of England, has begun a review of its

advertising account.



The company has drawn up a shortlist of four agencies and a decision is

expected next month.



The incumbent is Grey London. Nigel Sharrocks, Grey’s managing director,

was unavailable to comment on the review, although Grey will be

repitching.



John McCallion, the director of marketing at Great Western, said: ‘We

have had a strong focus on direct marketing over the last year which has

proved successful in developing revenue and an accurate up-to-date

database. Although this focus will continue, we need to ensure that all

our marketing activity is supported with integrated above-the-line

advertising.’



Grey launched its first advertising for Great Western in January,

promoting its Business First service from Bristol to London. The

campaign featured a man with a traffic cone on his head looking like a

dunce. The copy read: ‘I must not take the car to London for business

reasons.’



Great Western plans to launch a series of customer-friendly initiatives

over the next 12 months, similar to its Business First service.

Customers travelling on Business First are looked after by a dedicated

steward and are provided with complimentary tea and coffee, a copy of

the Daily Telegraph and a novel.



The company is now keen to woo more corporate travellers with an

airline-style service and to attract families with a designated family

carriage with entertainment. The advertising campaign is expected to

include TV, radio and press work.



Great Western was one of the first passenger train companies to take

over operation of rail services under the privatisation programme in

1994.



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