NEWS: Great Western railway awards makeover task to Leo Burnett

Great Western, the first InterCity rail service to be privatised, has hired Leo Burnett to help change its image from a dreary form of public transport to a desirable way to travel.

Great Western, the first InterCity rail service to be privatised, has

hired Leo Burnett to help change its image from a dreary form of public

transport to a desirable way to travel.



Burnetts picked up the full-service pounds 1 million business after

seven weeks of creative, strategic and media pitches against K

Advertising, Duckworth Finn Grubb Waters, and the incumbent, Grey

London.



Its brief will be to create and build the brand of Great Western - which

runs services out of Paddington to Wales, the Cotswolds and the West

Country - as well as to increase the number of passengers using the

network.



Details of future campaigns have not yet been finalised, but the first

poster, press and radio advertising is likely to break this summer in a

drive to encourage so-called ‘empty-nesters’ and mothers with children

to travel by train in the region. This is likely to be followed by a

campaign aimed at business travellers later in the year.



Great Western, which was bought out by its management in February of

this year, has already launched a number of new initiatives to woo the

British Rail-weary traveller, under the edict of its director of

marketing, John McCallion. These include running trains with a special

mobile phone-free carriage and a dedicated business carriage called

Business First. Great Western also recently launched the family

carriage, a compartment set aside for children and their accompanying

adults.



Burnetts’ pitch for the business was run by the account director,

Charlotte Fuller, and the agency’s chief executive, Steve Gatfield, who

confirmed the win.