Great Western Railway

Amanda Burns, HEAD OF MARKETING AND SALES
Candice Couillard, Senior Marketing Manager

adam&eveDDB *Lead Agency

Les Binet, Head of Effectiveness
Michelle Gilson, Strategy Director
Rafael Guper, Senior Strategic Planner
Saima Vohra, Data Analyst
Paul Billingsley, Head of Client Services
Fay Taylor, Account Director

Wavemaker

Alex Brown, Account Director
Nola Calladine, Managing Partner

How do you encourage the Great British public to give up the convenience of cars and cost-benefit of planes to travel by train? This is the story of how GWR inspired adventures, convincing people to get back on trains instead of choosing to drive or fly to their destinations. No selling train tickets rationally would counter negative price or convenience perceptions. Instead, the campaign captured people’s hearts with powerful emotions, literally encouraging adventures with GWR and delivering a short-term ROI of £5.28 for every £1 spent, in only 10 weeks.