GWR's Famous Five 'Adventures Start Here' campaign generated additional leisure journeys and revenue for GWR.
First Great Western rail operator rebranded to Great Western Railway (GWR) in 2015 but a lack of creative consistency contributed to a weaker brand that was unable to drive the necessary growth in journey volumes and revenue.
With a strategic focus on driving leisure journeys, GWR committed to a single campaign idea, ‘Adventures Start Here’, brought to life with characters from The Famous Five books.
This case describes how GWR’s creative strategy was consistently applied across channels and was both remembered and liked. Evidence is presented that consideration grew and usage rebounded after Covid and remained strong. Overall, it is estimated that the strategy delivered £80m in incremental revenue, generating 14.7m additional leisure journeys over seven years.