Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

First Great Western – Be a Great Westerner

How newsbrands helped First Great Western to successfully change people's attitudes towards rail travel.

First Great Western is the proud inheritor of arguably the UK's most famous rail network. The Great Western Railway has been carrying trains out of Paddington since its design by Brunel in 1838. Despite this history and heritage, the UK rail network was plagued by a sea of negativity that has eroded the pride and romance of rail travel. A lack of marketing support has seen a sharp decrease in brand awareness and net promoter scores.

First Great Western wanted to change these negative attitudes towards rail travel, get people out of their cars and onto the train.

Working closely with The Times, Telegraph and Guardian we built a strong multi-platform newsbrand campaign designed to inform and inspire leisure travel. As Londoners were a key part of the target audience, First Great Western also partnered with the Evening Standard to create 'The Great Escape', which encouraged Londoners to leave the city for the day or weekend.

Key findings

  • The campaign was seen by 84% of adults across the region and resulted in FGW’s highest ever levels of spontaneous awareness at 52%, an increase of 124% in the east of the region (including London) where net promoter score has also seen a threefold increase
  • The campaign launch saw FGW's highest revenue day in 2014 and over the campaign period revenue increased 16% year on year
  • The campaign was even given the royal seal of approval - Prince Charles contacted FGW directly to congratulate them on the campaign and to pledge his support

MEC planned and delivered a unique campaign that looked at our brief from a different angle and tapped into new ways to influence our target audiences. Clever thinking and collaboration developed our existing messaging into a brand new campaign that delivered increased brand awareness and sales.

Phillip Edgerton, head of marketing, First Great Western

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