GTR

GTR - Shifting Perceptions

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Brief

- Spider has worked with Govia Thameslink Railway (GTR) since 2019

- Over the years, Spider has supported its strategy of shifting perception through active promotion whilst showcasing the human side of the brand

Approach

- Over the last three years, Spider has devised a number of campaigns focusing on ‘behind the scenes’ content, hero-ing its employees and its diversity achievements.  These have included low-cost, newsjacking campaigns around current news agenda topics and key calendar dates, for example:

       - Female Drivers Campaign 

        - National Apprenticeship Week 

        - NHS Wrap

        - Great Sock Appeal

        - World Suicide Prevention Day

Results

- Female Drivers Campaign: 309 + pieces of coverage including Daily Mail, Metro, ITV, Daily Telegraph and Press Association and wide selection of broadcast across the GTR routes

- National Apprenticeship Week: Spider secured 13 pieces of coverage including the Guardian, The Evening Standard and Rail Professional

- NHS Wrap: Spider secured 115 pieces of coverage, including Metro, Mail online, LBC News, BBC South Today, Heart and ITV Meridian

- Great Sock Appeal: Christmas 2019 Spider generated 27 pieces of coverage including The Telegraph, BBC Radio Surrey, BBC Radio Sussex and ITV Meridian

- World Suicide Prevention Day: For two years running, Spider has supported GTR’s suicide prevention day messaging. Year one through an Affirmation Art and Interviews with Laura Campbell. Coverage secured includes Metro, ITV Meridian, ITV News, Bryony Gordon’s Mad World Podcast, Sky News, Telegraph and UniLad

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