Great Western Railway
Spearheading commercial advertising for the Capital’s first local TV Station.
London Live, was the London Evening Standard’s Challenger television channel dedicated to covering London-centric news, entertainment, and cultural content was one of the UK’s only local TV channels. It offered a unique opportunity for brands to engage with London audiences through sponsorships and bespoke commercial programming. First Great Western (now GWR) wanted to utilise the platform to target London centric travellers.
The Goal
London Live aimed to drive brand engagement through innovative sponsorship and advertising partnerships. Objectives were to:
Enhance brand appeal and purchase consideration for brand partners like Topman and Great Western Railway (GWR).
GWR also wanted to shift consumer preference toward rail travel over cars.
Increase awareness of its routes and drive direct ticket sales for leisure travel.
The Process:
We worked closely with the London Evening Standard to develop high-impact sponsorship activations and integrated campaigns across TV and digital.
Great Western Railway: Multi-Platform Awareness & Sales Campaign
Our approach included:Producing sponsorship stings and short-form content to wrap TV ad breaks
Collaborating with The Evening Standard to align and develop video content digital campaigns, aligned to press content.
Developing digital hub assets, including video content, banners, and display ads for Evening Standard Online
The Results
Our campaigns delivered significant impact across key business and marketing objectives:
Engagement success:
Nearly 10,000 competition entries for GWR.
Purchase intent growth:
9% increase in purchase consideration for GWR tickets
Brand perception boost:
100% of respondents exposed to the campaign reported an improved opinion of First Great Western
Increased consideration:
10% increase in intent to travel with GWR post-campaign
Through strategic sponsorship activations, cross-platform integration, and targeted engagement tactics, Lydia successfully helped London Live deliver measurable business impact for its brand partners.
