Leo Burnett has won the task to design and build Great Western
Railways’ customer database - a project which was originally awarded to
Brann early last year.
The change of heart came as a result of consultancy work carried out by
Burnetts on a number of direct projects, including the setting up of
GWR’s Website and advising on strategy. Burnetts has been the rail
operator’s above-the-line agency since winning the account in June 1996.
Brann was unavailable for comment as Campaign went to press.
The database will be used to manage all customer information for GWR’s
loyalty programmes and will target business travellers, season ticket
holders, first-class travellers and leisure passengers. In addition to
working on the database, Burnetts will develop some of the creative work
and consult on the loyalty programmes.
This is the second database project Leo Burnett has won from Brann in
recent years - in 1996, Kellogg’s transferred its database arrangements
to Burnetts, consolidating a relationship which had been in place since
The most recent television campaign for GWR was launched last July with
the headline: ’Building the model railway.’ This featured a giant child
striding across the country, peering into seemingly miniscule trains to
discover the different kinds of carriages that catered to travellers’
individual needs - such as family carriages and designated areas for
Barbara Elson, the head of direct and database marketing at Burnetts,
said: ’Our wide range of experience on motor, fmcg, travel and airline
clients has allowed us to bring a fresh approach to the needs of
John McCallion, the marketing director of GWR, said: ’We have been very
impressed by Leo Burnett’s total communications approach to our
business, which has significantly increased our revenue.
’We’ve realised the strategic importance of building our database to
further develop revenue and to enable our targeting to be cost
effective,’ he added.