In 2017 GWR needed to kick-start growth and increase leisure journeys following a re-brand and period of infrastructure works. Facing into reduced awareness & purchase intent and negative public perceptions of the category, an emotional approach used The Famous Five and the promise ‘adventures start here’ to rekindle excitement for train travel. The integrated campaign extended across multiple touchpoints, from salience-driving TV advertising to conversion-led digital activity. This paper presents evidence that brand metrics and image improved with the phasing of the activity. Econometrics estimates advertising generated 14.9m extra journeys, nearly £200m in sales, and returned revenue of £12.70 for every £1 invested.