First Great Western shows the faces behind its rejuvenation with ‘Building A Greater West’ marketing push
First Great Western is promoting a £15 billion investment in the railway, the largest since Brunel built the Great Western Railway some 176 years ago, with a new campaign from McCann London.
‘Building a Greater West’ focuses on how the investment will improve journeys across the West of England, providing a faster, more reliable service with more seats and Wi-Fi across the network.
The creative illustrates how the investment is more than just better service; it’s also an investment in the optimism, confident and prosperity of the region and everyone in it. The campaign features a series of portraits of those who have played a part in the railway’s rejuvenation, from engineers to customer service advisors, technicians and station supervisors.
Diane Burke, sales and marketing director at First Great Western, said the brand was “extremely impressed with McCann London’s interpretation of the brief”. She added: “Seeing the work go live has given our whole organisation a similar sense of pride to the one that the work aims to imbue in our customers.”
McCann London, co-president and chief creative officer, Laurence Thomson, commented: “We wanted to communicate how this investment and modernisation will have a positive effect, not just on the efficiency of the railway, but on the region as a whole. First Great Western is also one of the West's largest employers. It's their people who will be physically making the transformation, so we created a campaign that put the people and the region at its heart.”
The campaign will run for one month across a variety of media including press, radio, digital and out-of-home.
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