First Great Western - Integrated winter timetable launch

The campaign set out to promote awareness of the new integrated winter timetable that put customers first and gave them a much improved service. The paper describes an integrated campaign through the use of posters, local radio and press advertising including a wrap-around feature on London's Evening Standard. A 'countdown' clock situated in a prominent position in Paddington station, campaign-specific ticket gates and staff merchandiser leaflets provided 'street' presence. Spontaneous awareness of First Great Western rose from 50% to circa 59% and spontaneous awareness of First Great Western Link doubled. Spontaneous awareness of the advertising campaign was about 30%, successfully communicating their improved service, raising their profile and case for a successful bid in the race to win the Greater Western franchise