GREAT RAIL JOURNEYS 2019
What it is: A 30 second DRTV commercial made at CreativeRace (while Julian was Managing Director of the London office and responsible for the project) principally with library footage but with a strongly branded idea and an execution featuring a voice over from Joanna Lumley.
HOW IT WORKED: While Great Rail Journey’s share of voice in 2018 actually fell by 26%, responses to the commercial (web and telephone requests for brochures) increased by 66% year on year, breaking records.
Moreover the commercial was voted number 1 in Travel Weekly's reader poll, beating P&O and Thomas Cook. (We suspect our entire commercial cost less than Rob Brydon's fee...)
GREAT RAIL JOURNEYS 2020
What it is: A new 30 second DRTV commercial made by The TV Works with library footage and some existing client footage. Once again with a strongly branded idea and an execution featuring a voice over from Joanna Lumley. Elements from the commercial were also used for programme sponsorship idents on ITV
HOW IT WORKED: Bookings were going well until the decision was taken to pull the advertising due to the unfortunate incidence of the Coronavirus pandemic
What oUR CLIENT SAID:“The great thing about this approach to making a TV ad is it marries proper strategic and creative thinking with a very practical approach to television production. Our commercial was made mostly with stock footage, carefully sourced, but in no way did that compromise quality.
Not only did the ad beat all our targets for responses, it also won Travel Weekly’s reader poll in 2018.”
aLEX ROBERTS, MARKETING DIRECTOR, Great Rail Journeys