Established for over 30 years, Great Rail Journeys had been successfully growing their customer base with their range of more than 200 different escorted tours, across 6 continents. However, having employed a number of tried and tested DR media channels, they came to us to help broaden their reach with their first venture into TV advertising. Although the destinations are beautiful, half the pleasure of a rail holiday is the journey itself.
So to dramatise the romance of travelling by rail we created a piece of poetry inspired by WH Auden’s ‘The Night Mail’ – reflecting the unique rhythm of the train and positioning Great Rail Journeys as an elegant choice for those wishing to explore the world. The creative drove an unprecedented volume of enquiries, which resulted in the campaign being extended and repeated again later in the year.