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First Great Western Building a Great West

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First Great Western Building a Great West

FIRST GREAT WESTERN 

INTEGRATED CAMPAIGN 

McCANN LONDON

 
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BUILDING A GREATER WEST

 

What a fish a guitar and a chair have in common? 

In this campaign they all come from the west country. The idea was to flip the focus of conversation from the rail service to the people and business that make the west great and how the rail support their business.

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PRINT

We kicked off with a series of OOH and print teaser ads highlighting how local business were benefiting from the improvement of the service.

 

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PRINT

We kicked off with a series of OOH and print teaser ads highlighting how local business were benefiting from the improvement of the service.

 

BUILDING A GREATER WEST

PRINT&OOH

McCANN LONDON

 

PRINT AND OOH

 

 

More than just feature local business the campaign
invited other local business to partner
with FGW.

 

Even though the campaign had national reach,  the media focus was on the region that First Great Western operates its services.

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Bark Furniture

in Bude, is run by husband-and-wife Jonathan and Lakshmi, both trained cabinet makers. They travel the South West by train, growing their furniture business, sourcing materials and meeting new clients. 

Copy of Bark


Bark Furniture

in Bude, is run by husband-and-wife Jonathan and Lakshmi, both trained cabinet makers. They travel the South West by train, growing their furniture business, sourcing materials and meeting new clients. 

FIRST GREAT WESTERN

DOCUMENTARY

McCANN LONDON

 

BARK FURNITURE

Bark is a collaboration between husband and wife team, Jonathan Walter and Lakshmi Bhaskaran, both of whom are trained bespoke cabinetmakers with a passion for modern design.

 
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Brixham Seafish

in Devon, supplies all the fish that

First Great Western serves in our Pullman dining carriages.

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Brixham Seafish

in Devon, supplies all the fish that

First Great Western serves in our Pullman dining carriages.

FIRST GREAT WESTERM

DOCUMENTARY 

McCANN LONDON

 

BRIXAM SEAFISH

NIGEL WARD

Starting out as a young chef, Nigel soon realised there was a gap in the market. That was by providing the freshest of fish straight to the chef from the harbour with no middle men. 40 years on, he is still doing just that to the highest standard.

 
 
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Rise Music

is an independent music retailer based in Bristol, Cheltenham and Worcester. Its co-founder Lawrence uses First Great Western’s free WiFi to work while he travels. 

Copy of Rise


Rise Music

is an independent music retailer based in Bristol, Cheltenham and Worcester. Its co-founder Lawrence uses First Great Western’s free WiFi to work while he travels. 

FIRST GREAT WESTERN

DOCUMENTARY

McCANN LONDON

 

RISE MUSIC SHOP

About Rise

Rise is a regional chain of 3 independent record shops with sites in Clifton, Bristol; Beechwood Shopping Centre, Cheltenham & Crowngate Shopping Centre in Worcester. 

 
 
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Conker Shoes

in Totnes, has been crafting hand-made leather shoes at its Devon workshop for almost forty years, using the finest leather and traditional cordwaining techniques.

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Conker Shoes

in Totnes, has been crafting hand-made leather shoes at its Devon workshop for almost forty years, using the finest leather and traditional cordwaining techniques.

FIRST GREAT WESTERN

DOCUMENTARY

McCANN LONDON

 

CONKER SHOES

With its passion for high quality shoe making Conker has continued a tradition of British craftsmanship. Since 1977 we have been making handmade leather shoes that are produced exclusively by us in Devon, you won't find them anywhere else in the world.

 
 
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Copy of Tregothnan Tea


Tregothnan

Tea

puts the English into English tea for the first time in history. We began supplying England's first and only tea in 2005, 

Copy of Tregothnan Tea


Tregothnan

Tea

puts the English into English tea for the first time in history. We began supplying England's first and only tea in 2005, 

FIRST GREAT WESTERN

DOCUMENTARY

McCANN LONDON

 

TREGOTHNAN TEA

Home to the Boscawen family, Tregothnan is a living and working private Cornish estate, with a rich history dating back to 1334. The name ‘Tregothnan’ literally means ‘The House at the Head of the Valley’ and is still a private family home today.

Eight miles from the coast with the deep sea creek of the Fal Estuary running through the estate, the warm and wet conditions are perfect for our thriving tea plantations, which allows us to grow and produce the most British tea in history.

 
 
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FIRST GREAT WESTERN

WEB ACTIVATION

McCANN LONDON

 

WEB ACTIVATION

The campaign invited the commuters to visit a website that hosted all the documentaries about the First great Western Partnerships.

At the website other business could connect with FGW and propose a partnership. The Result: hundreds of new business connections and dozens of new partnerships.