Great Western Railway (GWR) has launched a new campaign celebrating the myths and legends that have defined the South West and Wales for centuries with the Famous Five on a quest to track down a dragon spotted flying over the region.
The 60-second film, directed by Oscar and BAFTA-winner Peter Baynton (The Boy, the Mole, the Fox and the Horse), follows the Famous Five as they race across the GWR network from Cardiff to Penzance, investigating sightings of the mythical beast.
With vocal talent including Richard E Grant, Ambika Mod, Andi Osho and Jan Francis, the campaign showcases iconic South West and Welsh landmarks including Cardiff Castle, which features prominently as the Five race to solve the mystery.
The campaign draws inspiration from GWR’s 1920s publicity campaigns, when the railway first used local myths and legends to promote tourism to the emerging South West holiday market. Now, a century later, GWR is reviving those stories – from Cornish giants and dragons to Devon’s ancient Celtic tales and beyond – to inspire a new generation of explorers.
Amanda Burns, sales & marketing director at GWR, said: “This campaign shows the Famous Five still have plenty of legendary adventures to share. The best storytelling doesn’t just entertain – it sparks curiosity and inspires people to explore.
“The campaign is rooted in the myths and legends of the South West and Wales – the very communities our railway has connected for generations.
“We’re celebrating the character of the regions we serve and bringing those stories to a new audience, who we know have a significant and widespread interest in myths and legends.”
The multi-channel campaign includes radio spots, outdoor advertising at stations from London to Penzance, and social media content highlighting specific South West and Wales destinations and their easy access by rail.
In the most integrated approach yet, the GWR in-house communications team working with VCCP Roar, will also continue to bring more activity to life as the campaign period progresses.
With a new media approach from WPP Media’s Mindshare, the campaign runs across cinema, TV, radio, out of home (OOH) and digital platforms until 5 April, designed to boost leisure travel.
The Famous Five ‘Adventures Start Here’ campaign launched in 2017 and recently won an award for ‘Long Term Thinking’ from APG.
Image credit: GWR