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First Group launches multi-channel ‘Be A Great Westerner’ campaign

by on May 20, 2014 in featured item, Latest News, Lead story, London & South East, Media, South West, Uncategorized

MEC, a leading media agency @MECideas, has launched a new multi-channel campaign for @FGW First Great Western.

The ‘Be A Great Westerner’ campaign will run across the South West including activity in London, Bristol, Bath, Cardiff, Swansea, Devon and Cornwall.

The 10 week campaign launches with a four page wrap of the London Metro as well as full page ads across the network. The campaign aims to inspire customers to ‘Be A Great Westerner’ with activity across OOH, radio, TV, digital, newspaper and paid search.

The campaign includes a media first, through a partnership with the Evening Standard/London Live. The partnership will launch on 3 June with a four page pullout, promotions across bill posters and an additional print run of 20,000 to be distributed across all trains leaving Paddington.

A digital hub hosted on the Evening Standard’s website will feature bespoke travel footage presented by travel journalist Simon Calder. London Live 60’ promotional slots will also feature bespoke lifestyle films targeting a younger demographic. As part of the launch, First Great Western will run a competition in the Evening Standard from 3 June offering one lucky winner unlimited access to trains across the First Great Western network for a year.

Philip Edgerton, Head of Marketing, First Great Western said: “We at First Great Western are extremely lucky to have the region that we serve. Not only do we have some of the most beautiful coastline in the country, but we also have some of its most vibrant cities. What better way to begin your summer holiday, or a weekend away from hustle and bustle, than to jump on board a train, relax, let us keep you moving and help create some magical memories.”

In order to reach core audiences, outdoor media activity will take place at some of the most iconic sites across London, including Westfield, M4 Torch, Marylebone Tower, M4 Tower, Chiswick Towers, A40 Spire and Euston Underpass. Regional activity includes digital screens in Cardiff and Bristol as well as a 360 degree outdoor poster campaign on Imax London running from 2 June through to 15 June. The creative campaign is bespoke to each location and in some locations includes day and night motion.

Outdoor activity in London also includes digital escalator panels, 6 sheets, tube car panels, taxi supersides, tip up seats and taxi receipts.  TV activity will be supported with Adsmart and VOD across the catchment. The campaign will also be featured on radio, mobile and paid search.

Cherry Jackson, Managing Partner, MEC said: “We were delighted to be able to produce our biggest campaign yet for First Great Western. Being the first media agency to lead a partnership with The Evening Standard/London Live will help support this multi-channel campaign which will target a staggering 85% of adults across the entire region which First Great Western operates in.”

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