Client: First Great Western
Location: The tour kicked off on 6th March at a Spring Farmers Market at Jamie Oliver’s 15 restaurants in Watergate Bay, Cornwall.
British train operator First Great Western partnered with experiential and staffing agency Blackjack Promotions to take a bespoke First Great Western train set on tour across the UK during the summer.
The interactive campaign invited people to join the ‘First Great Western Challenge’ and try their hand at driving a First Great Western-branded train along the track. A tactical game of skill, consumers were tested in a time challenge to see who can make it around the track in the best time, to make it onto the leader board.
Customer Data was captured in the process to increase the numbers of “Escape” e-newsletter subscribers. This allows customers to get the latest offers, events and inspiration sent to their inbox via two monthly emails, among a range of other benefits.
Blackjack Promotions created the concept and provided a dedicated team of staff to travel to various First Great Western sponsored events during summer 2014. The team were responsible for setting up the kit at each event and managing data capture for the brand, which was done via the same web-based iPad data capture tool Blackjack first created back in December 2013.
These events follow the success of Blackjack’s bespoke First Great Western giant snowglobe, which made an appearance at Reading and Paddington train stations over Christmas.
The next stop was the Devon County Show from May 22-24, among other events taking place during the summer.
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