After investing £5b on the Great Western Railway, the government looked to First Group to relaunch the brand. If they didn’t drive revenue and brand health, they would risk not being awarded the franchise beyond 2018.
Through an unapologetically nostalgic creative execution, that was the perfect short-hand for GWR, we captured the hearts and minds of travellers across Britain. In doing so we changed not just the numbers of people buying, but the way people buy.