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How we increased Great Rail Journeys’ inbound enquiries by 66% despite them being outspent by their competitors.

Client - Great Rail Journeys
Scope - TV Advertising

Not just the journey.

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.