CASE STUDY: Reach Solutions & Great Western Railway

Provided by Reach Plc
We partnered with Great Western Railway to run an integrated campaign across multiple platforms in the South West.

What was the Challenge / Background of the Campaign?

GWR's primary objective was to increase customer loyalty by nominating the West Country's Local Heroes as one of the 100 Great Westerners. GWR also wanted to generate heightened brand awareness by inspiring new and existing customers.

What was the Campaign Objective?

To consistently inspire new and existing customers. To generate heightened brand awareness. To increase customer loyalty.

What was the Solution?

We used our suite of commercial products, driven by our unrivalled reach, to meet the client's needs and objectives. The campaign proposal included digital display advertising and print advertising to encourage nominations for the 100 Great Westerners piece across our local newsbrands such as BristolLive, Bristol Post and the Gloucestershire Echo.

What were the Results?

"Overall the campaign was highly successful, generating a total of over 13,000 clicks. The Local Hero Campaign generated more than 950 nominations and the editorial stories had over 60 hours of exposure time. Therefore the campaign not only inspired new and existing customers, but also sparked a reaction amongst loyal consumers, and encouraged them to share the content in their social spheres. Therefore, we consider the campaign goal achieved.

What were the Key Learnings of this Campaign?

Dan Panes, Head of Communications for GWR, said: "The mix of compelling editorial and advertising really resonates with your readers and is paying dividends for us, particularly around key community messaging across the region.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAdults aged 45+
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
West01 May 18 - 30 Sep 18BUILD AWARENESS
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