First Great Western - Integrated winter timetable launch - IPA Effectiveness Awards Case Study 2005

Brief Description: The campaign set out to promote awareness of the new integrated winter timetable that put customers first and gave them a much improved service. The paper describes an integrated campaign through the use of posters, local radio and press advertising including a wrap-around feature on London's Evening Standard. A 'countdown' clock situated in a prominent position in Paddington station, campaign-specific ticket gates and staff merchandiser leaflets provided 'street' presence. Spontaneous awareness of First Great Western rose from 50% to circa 59% and spontaneous awareness of First Great Western Link doubled. Spontaneous awareness of the advertising campaign was about 30%, successfully communicating their improved service, raising their profile and case for a successful bid in the race to win the Greater Western franchise ;---(TAGS)--- Full Title: First Great Western and First Great Western Link - integrated winter timetable launch campaign ; Number: 2005/06 ; Brand Name: First Great Western ; Client: Fgw (First Great Western) ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: MGA ; Author: Damien Millns ;