Client - Great Rail Journeys
Scope - TV Advertising
Great Rail Journeys came to us with an age-old problem.
Too many poorly qualified inbound leads.
What was needed was a clear, direct response advert that understood the 50+ market.
Focusing on the positives of escorted rail travel.
Now we are a pragmatic bunch.
So we combined new film with purchased footage.
We put greater focus on the destination.
Not just the journey.
And asked Joanna Lumley to be our voice-over, bringing her impeccable travel credentials to bear.
And in a year when competitors outspent us by 26%, total inbound enquiries were up 66%.
We were voted Travel Weekly readers’ favourite ad.
Ahead of P&O.