Rail operator Govia Thameslink Railway (GTR) has unveiled a new campaign under its ongoing ‘Every Stop is a Story’ brand platform in a bid to drive leisure travel.

Developed in partnership with creative agency TMW, the campaign marks the latest iteration of the platform, which aims to shift perceptions from commuter lines towards being seen as more of a leisure travel brand.

The campaign is focused on two Govia Thameslink brands: Southern Railway and Thameslink, with each brand’s assets constructed with a different visual identity for different audiences, but retaining the same core message: ‘train travel enables opportunities for unique leisure experiences.’

“This campaign marks a new chapter in how we connect with leisure travellers. Every Stop is a Story captures the spirit of discovery that rail travel offers, and both TMW and T&P have been instrumental in helping us reimagine what our brands can mean to people beyond the daily commute,” said ​Alex Briggs, head of marketing at Govia Thameslink Railway.

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“From creative to media, they’ve helped us show up in the moments that matter – whether that’s on a platform, a phone screen, or a family sofa – with stories that feel genuinely worth stopping for.”

The integrated campaign, with media planned and bought by T&P, will be supported across TV, video-on-demand, out-of-home, social media, online video and display.

​Graeme Noble, chief creative officer at TMW, added: “Every Stop is a Story shows the power of integrated storytelling at its best, blending emotional insight with humour across formats to bring GTR’s leisure travel vision to life.

“It’s been a joy building on our shared success with a client who understands the value of big, human ideas told in rich, audience-first ways.”