Great Western Railway’s (GWR) newest campaign encourages the public to visit less popular UK tourist destinations.
Titled ‘A Thrilling Engagement’, the animated ad is part of a long-running creative platform starring beloved book and TV characters The Famous Five. A 60-second hero spot, directed by Oscar and BAFTA director Peter Baynton, features the group as they try to return a lost engagement ring.
Devised by creative agency Adam&eveDDB, the ad follows The Famous Five as they traverse the network, discovering ‘exciting’ leisure pursuits across the region such as boating in Henley, air ballooning in Bristol, and fine-dining in London.
It highlights that the train is The fastest way to travel, as the cars all seem to be stuck in traffic jams.
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Adam&eveDDB group executive creative director Ben Tollett added: “After nine years of high-octane adventures with The Famous Five and GWR, we decided to slow things down a bit with a tender and heart-warming love story. Then we threw in a bunch of high-octane chase scenes for good measure.”
The film is supported by a fully integrated campaign, running across cinema, out-of-home, social media channels, digital, display and radio.
The wider marketing drive features activities such as zip-lining at the Eden Project, lighthouse climbing in Plymouth, catching a show at London’s Royal Albert Hall and surfing in Wales.
Amanda Burns, sales and marketing director, GWR said: “The Famous Five campaigns have proved a huge success, so we’re excited to bring the much-loved characters back for another adventure, showcasing some of the UK’s best spots, accessible by GWR.
“This campaign highlights the joy and comfort of train travel and the unique experiences GWR unlocks. From great landmarks like the Royal Albert Hall to Cornwall’s Eden Project, we’re proud to show off the best of our network, demonstrating that there’s more to explore with Great Western Railway.”
