Insight
British train operator First Great Western re-launched its multimillion pound ‘I’m a Great Westerner’ ad campaign in November to promote leisure travel across the South West. The campaign focused on crisp coastal walks, Christmas markets and idyllic countryside escapes on the Great Western network and ran across print, online, outdoor and radio.
Strategy
In the lead-up to Christmas, First Great Western teamed up with experiential agency Blackjack Promotions to engage with new and existing First Great Western customers, by converting existing season ticket holders to online renewals and promoting the benefits of doing so, and to capture additional customer data.
Execution
Between December 17-19, passengers travelling through Paddington and Reading train stations could drop by First Great Western’s giant snowglobe to have their photo taken inside the globe, which was printed on-site for them to take away in exchange for their data.
Results
The campaign was initially planned to run over two days, but First Great Western and Paddington Station’s management team were so pleased with the feel good factor – and due to demand – the snow globe campaign was extended by another day.
Originally posted January 23 Cream Global
