This is a story of how unlocking brand affection and emotion can deliver pay-back in the short term, not just the long term. The Famous Five were used as creative short-hand to encourage people to take longer, pre-booked adventures on the Great Western Railway. Media needed to grow salience, communicate enjoyment and encourage pre-booking so a mix of TV, digital, press, outdoor and online was used. Econometrics calculates that in a 10-week campaign this approach produced a short-term ROI of £5.28 for every £1 spent.