Building a Greater West campaign.
First Great Western needed to tell customers about their major improvement programme – the biggest investment since Victorian times.
We went above and beyond the brief and pitched them a whole new brand positioning, communicating the idea that FGW are not merely building a greater railway: they’re Building a Greater West.
Our first year of work for the brand included press, posters, digital, radio, online films, internal handbooks, idents, activations, editorial, product development, and a coffee table art photography book.
We changed public perception so much, that despite unprecedented disruption from weather and engineering works, they received their first ever positive ‘net promoter score’. (From -35 to +7.) Which in turn lead to First Great Western being named Rail Provider of the Year, and winning their government franchise for another 5 years.