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Great Western Railway goes on journey of digital transformation with ORM


By Richard Draycott | Managing Director

September 23, 2015 | 3 min read

Train operator First Great Western has been rebranded to Great Western Railway (GWR), reviving one of Britain’s most iconic brand names, which has a heritage stretching back to 1833 when Isambard Kingdom Brunel first began work on the pioneering line to the West.

Growing digital agency ORM has been working with First Great Western for a number of years on its digital, customer-centric vision and created the new website for the new brand,, in just 20 weeks.

The new website is part of a significant roadmap of developments, that are vital to the digital transformation process that ORM is helping GWR through.

Peter Gough, creative partner and founder at ORM said: “We’re really proud to have worked on the re-launch of such an amazing brand, and to have created a website that befits the name, and the positive associations the public have with it. The previous site was hard for users to navigate, and especially difficult to use on mobile We’ve created an experience that’s brilliant on all platforms, for everyone from commuters checking their route, to tourists planning a leisure trip to the Great West.”

Through research and user testing, ORM concentrated on three key customer imperatives – the commercial journey and the booking of rail tickets; the advice journey to give customer real time and advanced journey information; and finally the inspiration journey, promoting the West and the amazing destinations they serve.

Kristina Dooley, senior account director at ORM said: “In line with the brand’s ecommerce ambitions, we’ve used Sitecore 8 to create a robust, scalable platform. A key reason for choosing this platform is the personalisation features it affords, allowing us to tailor content based on the user’s preferences and browsing behaviour, making it more targeted and relevant to the customer.”

Jason Ali, digital marketing manager of Great Western Railway, commented “During this project there was never any hierarchy. I didn't see egos because everyone was just there to do the best possible job. Those simple things amaze me: the attention to detail and the ease of delivery. I have never experienced that with any other agency or partner."

ORM is based in London, with clients including RBS, Aviva Investors, Deloitte and Channel 4.

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ORM’s brand purpose and values are brought to life through our work and our people. Our purpose is to help our clients achieve digital freedom. For brands to adapt to changing customer behaviours and technology evolution, they must be digitally mature to remain relevant and succeed. We believe by giving brands more freedom and control over their digital strategy and product roadmap, we can help them with the following:

Freedom to Grow - enabling rapid strategic business growth

Freedom to Save - enabling revenue enhancements and savings

Freedom to Engage - improving engagement to create value

Freedom to Exploit - turning data insight into the value

Our services include digital consultancy, platform & product creation and optimisation & support.

We work with leading brands across travel & transport, financial & professional services, housing & property and industrial & manufacturing. Our clients include GWR, Arriva, Transport for Wales, Artemis, GAM, Moat and Valley Bank.

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