Great Western Railway (GWR) has
reappointed adam&eve\TBWA as its creative AOR. The partnership with the UK transport is now in its 20th year.
The win followed a competitive pitch process. The remit is to
increase passenger volume and usage. GWR runs services linking London to the south-west of England and South Wales. The agency has long posited GWR as the premiere travel choice in the
region.
The brand’s "Five Go on a Great Western Adventure" campaign, which reimagines Enid Blyton’s Famous Five for the modern era, is entering its 10th year, a key example of
long-term brand-building.
Amanda Burns, commercial/marketing director at Great Western Railway, said: “In an industry that is constantly evolving, our partnership with adam&eve\TBWA
is stronger than ever. This pitch process proved that the agency’s passion for our business is as fierce as ever, backed by fresh, innovative strategic thinking and creative brilliance. We are
delighted to extend our journey together and continue building an emotional connection with the public that drives real commercial results.”
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Miranda Hipwell, CEO of adam&eve\TBWA,
added: “As with all great relationships (and train journeys) they rarely stand still and we couldn’t be happier to be embarking on our next adventure together.”
Founded in
1833, the company began operating in February 1996 as Great Western Trains, as part of the privatization of British Rail. Now, GWR is to be re-nationalized, a major
move for trains in the West of England. It returns under public ownership December 13, controlled by the government's new Great British Railways organization.