THIS WEEK: Great Western on twin tracks,

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.

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

entertainment carriage.

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

non-train benefits.

The new Family Carriage will be launched in April, starting with

weekends but extending to a daily service in time for the summer



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer