Great Western Railway launches campaign encouraging adventure

Gabby Fernie

Great Western Railway has teamed up with travel eCommerce brand, Culture Trip to launch a campaign reminding people of the new places to discover and adventures awaiting across the network. 

Culture Trip collaborated with media agency, the7Stars with the goal of driving brand awareness for GWR amongst Culture Trip’s UK audience, inspiring them to book a train ticket via GWR.com and to visit key destinations within the rail network.

A dedicated GWR hub has launched on the Culture Trip website, hosting bespoke content including a number of articles with custom photography as well as inspirational, authentic videos featuring real people visiting and sharing their adventures and experiences in the new destination.

Articles created for the campaign include 'Perfect places for pooches on the ultimate UK getaway' and 'Master the art of working from anywhere.'

The hub also features an interactive map plus a collection of places to stay and experiences within the GWR network that have been curated by Culture Trip and can be booked online.

Traffic will be directed to the GWR branded hub via Culture Trip’s newsletter, homepage promotions, display ads across the site as well as social media channels including Facebook, Instagram, and Twitter.

“Culture Trip has devised a wonderful campaign for Great Western Railway that inspires people to use the train and visit new places across our network — giving them reasons to travel and to discover more with GWR," said Senior Regional Marketing Manager at Great Western Railway, Gauthier Hardy. "Our partnership allows us to reach existing and new audiences with Culture Trip users being known as experience hungry and highly engaged. The bespoke Culture Trip content created for the campaign not only puts a spotlight on the great adventures waiting to be discovered but also educates on train travel and its advantages over other modes of transport, reassuring travellers that they can travel with ease, comfort and confidence.”