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Read Amanda's Presentation on GWR's Plans for 2017 Great Western Railway Plans for 2017 Amanda Burns Head of Marketing Background Great Western Railway - GWR • Integrated franchise providing high speed, commuter, regional and branch line train services across the Great Western franchise • More than 103 million passengers in 2014/15 • £7.5bn Great Western Mainline modernisation programme, and new Crossrail (Elizabeth Line) • Due to see new or refurbished trains on every part of the network by the close of the franchise (March 2019) Overview of our services Great Western franchise • We employ over 5,900 people • We run 1,570 trains per week • We operate services to 276 stations, and manage 206 of them • The most diverse fleet in the country with over 192 train sets of various type • We cover 1,360 miles of operational track • Passengers made over 100 Million journeys last year • Our unique selling points are the Night Riviera sleeper which runs from Paddington to Penzance and our Pullman service • We use more than 100 local suppliers within 50 miles of our railway • In the last 12 months we sold 405,000 beers and 60,000 Kit Kats! GWR story Rebrand philosophy More than a visual identity Shared vision and enthusiasm - potential of rail Investment in stations, new trains, supporting local businesses Respecting our heritage and looking to future possibilities To transform the way people think about rail and set new standards To revalue rail in the hearts and minds of the travelling public Role in the community • Customer and Communities Improvement Fund (CCIF) £2.2 million fund to deliver projects that will benefit communities in areas of need • Young Great Westerners - working with National Schools Partnership to support STEM education in primary schools, growing future railway engineers • Prince’s Trust - ‘Get into Great Western Railway’ scheme providing training and work experience within our organisation • Use of local suppliers for products served on board, e.g. Cornish tea. Produce is sourced within 15 miles of the railway • Community rail partnerships (Devon and Cornwall rail partnership) – a long term relationship which supports GWR branch lines Not just a railway but part of the fabric Growth National Rail Passenger Journeys/Miles 180.0%$ 160.0%$ 140.0%$ 120.0%$ 100.0%$ 80.0%$ 60.0%$ 40.0%$ 20.0%$ 0.0%$ Journeys (indexed to 2006) Miles (indexed to 2006) Cornwall’s rail network Between 2006 and 2012 the Truro – Falmouth branch line was the fastest growing Community Rail route in the UK 9 6-Dec-16 10 2016 activity promoting Cornwall ITV West Country Weather Sponsorship London Weather Sponsorship Marketing 2017/18 Strategy • Telling the brand story – raising awareness of the key milestones and improvements that will be launched in 17/18. • Visible - ATL campaign activity throughout the year. • Tactical – respond quickly to business needs and opportunities and explore ‘quick wins’. Brexit staycation and international opportunities. • Targeted – target and develop specific customer segments and routes. • Integrated – amplify through GWR’s own media and channels and partners’. $$ $$ Thank you .
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