The Objective
First Great Western wanted to grow off‑peak travel by promoting compelling London‑based deals to audiences travelling between the West Country and the capital. The strategy reframed off‑peak as a smarter, better‑value choice — using FGW’s comfort and reliability plus a suite of city offers to stimulate incremental journeys and broaden relevance beyond peak‑time necessity.
Creative Solution
We created a bold new value‑led art direction for the client, borrowing the graphic clarity of budget airlines to signal immediacy, simplicity and savings. The campaign adopted a striking, highly graphic visual style using humour and giving FGW a fresh, disruptive way to communicate value and reframe off‑peak rail as the smart choice for travellers.
Posters
Radio