‘The Journey Starts Here’ campaign
In March 2017, South Western Railway (SWR) embarked on their first major brand awareness campaign, aptly named “The Journey Starts Here.” At Red Rocket, we had the privilege of collaborating closely with the SWR brand team to bring this vision to life.
Understanding the Vision
Their goal was to craft a campaign that not only introduced SWR’s new brand identity but also resonated deeply with a diverse audience, capturing the essence of the journeys SWR facilitates every day.
From the outset, SWR was clear about their ambitions for the campaign: they wanted to create something memorable, engaging, and reflective of the rich tapestry of destinations within their network. This wasn’t just about promoting a railway service — it was about celebrating the journeys and experiences that SWR makes possible.
The team behind the project
Our project was brought to life by our team of dedicated professionals, each bringing their unique skills and passion to the table:
- Creative Director
- Graphic Designers
- Photographers
- Copywriters
- Marketing Specialists
Building a strategy
Our creative process began with in-depth brainstorming sessions with the SWR brand team. We knew that to truly capture the spirit of the campaign, we needed to highlight the unique destinations along the SWR network. The concept we developed focused on showcasing these hidden gems, with a narrative that encouraged people to explore and discover new places through SWR’s services.
Outcomes
- A two-month vibrant campaign
- Six captivating destinations highlighted
- Notable engagement and conversions
The success of “The Journey Starts Here” was evident not just in the numbers—though the significant increases in engagement and conversions were certainly gratifying—but in the way the campaign was received by the public. It succeeded in raising awareness of SWR’s new identity while also fostering a deeper connection between the brand and its customers. By showcasing the beauty and diversity of the destinations within the SWR network, we helped to position the railway not just as a means of transportation, but as a gateway to new experiences and adventures.
“Partnering with Red Rocket for the SWR campaign was an extraordinary experience. Their creative genius and innovative approach brought the ‘The Journey Starts Here’ concept to life, unveiling the hidden gems within the SWR network with such vibrancy and allure.”
