First Great Western wins Marketing Campaign of the Year
Wednesday 06th May 2015
First Great Western has been awarded Marketing Campaign of the Year by the Chartered Institute of Marketing for its targeted and inspirational marketing campaign ‘Be a Great Westerner’.
The campaign launched in May 2014 following some of the worst weather conditions ever seen in the South West. Extensive track damage to the line at Dawlish in particular had caused significant challenges for travellers to and from the South West. Following the reopening of the line in April 2014, ‘Be a Great Westerner’ was designed to raise awareness that the South West was accessible, to instil confidence in rail travel to and from the region and ultimately to inspire people to visit the South West.
The integrated campaign ran across outdoor, broadcast, digital and experiential, focusing on a combination of stunning imagery, stirring headlines and mini journeys. ‘Be a Great Westerner’ was the call to action, designed to inspire and motivate travellers to discover the South West. The media buy was bold and could not be missed, including a wrap of the IMAX cinema in Waterloo and cover wraps with the Evening Standard and Metro.
Jamie Anderson, Marketing Manager at First Great Western said: “‘Be a Great Westerner’ is about moving people - in both a figurative and literal sense - to travel and to explore some of the amazing destinations across our network. The campaign brought this to life in a highly visible and engaging way that clearly resonated with our customers and the communities that we serve.”
CIM chief executive Anne Godfrey said: “Our annual Marketing Excellence Awards acknowledge outstanding work from across the marketing profession, and celebrate the year’s most creative campaigns. This was a truly exceptional campaign, particularly when set against the challenges that First Great Western faced at the start of 2014. Outstanding results clearly tied to the original objectives make the ‘Be a Great Westerner’ campaign a deserving winner of our Marketing campaign of the Year.”
Creative was led by the Leith Agency and media planning was by MEC.