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
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
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
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.