GWR's primary objective was to increase customer loyalty by nominating the West Country’s local heroes as one of the 100 Great Westerners. GWR also wanted to generate heightened brand awareness by inspiring new and existing customers.
We used our suite of commercial products, driven by our unrivalled reach, to meet the client’s needs and objectives. The campaign proposal included the following key elements: display advertising (digital and print) and sponsored editorial content.
Overall the campaign was highly successful, generating more than 13,000 clicks. The Local Hero Campaign generated more than 950 nominations and the editorial stories received more than 60 hours of exposure time.
Dan Panes, Head of Communications for GWR, said: “The mix of compelling editorial and advertising really resonates with your readers and is paying dividends for us, particularly around key community messaging across the region.”
Rob Rogerson, Account Manager for Reach Solutions, added: “It has been great to develop a bespoke campaign for GWR which both highlighted their new brand and gave local people an opportunity to engage directly with them through the nominations. The nomination campaign really worked because of the dwell time and because it was spread across lots of different media.”