Summer Tracks provides First Great Western travellers with surprise musical performances throughout the festival season.
Singer Ella Eyre launched the campaign on board a service from London Paddington to Castle Cary ahead of Glastonbury in June. The campaign also travelled to Wilderness Festival with Rhodes earlier this month, and will finish off the summer heading towards Reading Festival this weekend (28-30 August).
"First Great Western runs a number of train services to top music festivals in the UK including Glastonbury and Wilderness," Jamie Anderson, campaigns manager at First Great Western, told Event. "We want to heighten awareness to consumers that train travel is a viable and efficient way to travel to festivals, and Summer Tracks feels like a great way to bring music and travel together."
The campaign was originally launched last year, and so far, Anderson is happy with the 2015 revival. He explained: "The campaign has been really well received, as we have also reached an amazing 2.66 million via our social activity and secured 159 pieces of coverage to date through our PR activity.
"Passengers on the day of the gigs expressed positive feedback, lots of smiles and comments about how the gig was a great start to their festival experience."
A space for sound
Rigging up a moving train for a live performance is not the easiest of tasks. First Great Western has made it easier by, so far, purely targeting pairs and solo acts due to the limited space available on the trains.
The brand begins contacting artists around a month before each selected festival, and targets those that will create an atmospheric performance for customers on board.
"We work with a production team who specialise in music - they provide and set up the sound equipment on the day," said Anderson. "Before the gig, we work closely with the artist to find out their tech requirements to ensure sound quality is the best it can be. Traditionally for acoustic acts this includes amps, speakers and a few minutes to sound check before the train departs."
As this year’s series comes to an end, Anderson added that it is "certainly" something that First Great Western will consider reviving again. In the meantime, the company’s rebrand to Great Western Railway in September acts as fertile ground to host more experiences.
"Passengers can expect lots of exciting activity from us in the coming months, so watch this space," Anderson said.
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