Great Western, the UK’s first privatised InterCity train operator, is
launching a range of new customer-focused initiatives backed by a pounds
4m advertising spend.
A two-pronged strategy aims to target corporate travellers and the
leisure market with a new airline-style business class and a family-only
Tests are also about to begin on Business Standard, an enhanced
standard-class service, with full roll-out expected in September. The
service is targeted at people who do not want to pay for first class but
require a better service than is provided in standard.
Great Western has also expanded its marketing budget to underpin this
new service-based image and is reviewing its pounds 4m advertising
account, currently held by Grey London.
A shortlist of four agencies has been drawn up, with a decision due
within six weeks. It is not known whether Grey is re-pitching for the
Great Western will use a mixture of TV, radio and press, combined with
below-the-line work through MBO-RCF, to promote the new services. This
will also pre-empt the unveiling of the new dark-green Great Western
livery, scheduled for September.
The company is also considering a Virgin-style door-to-door chauffeur
service, in a further effort to woo the business traveller.
The airline theme is continued with an executive traveller business
centre at Paddington Station and a loyalty scheme offering a host of
The new Family Carriage will be launched in April, starting with
weekends but extending to a daily service in time for the summer