Great Western invests in PR push

Great Western railways is ploughing pounds 180,000 into a widescale PR campaign designed to present itself as a model case of privatisation.

Great Western railways is ploughing pounds 180,000 into a widescale

PR campaign designed to present itself as a model case of

privatisation.



The push, which coincides with South West Trains hitting the headlines

over cancellations, will be executed by the Bristol office of Harrison

Cowley. It won the contract, worth between pounds 80,000 and pounds

100,000 in fees, after pitching against Scope Ketchum and Countrywide

Porter Novelli.



Both Harrison Cowley and Countrywide have handled projects for the firm

such as its Taste of the West culinary promotion and an internal

communications scheme.



Now Harrison Cowley’s brief has widened. Agency managing director Paul

Kelly denied it will tackle the ’fat cat’ label associated with

privatised rail companies or lobby on particular issues.



Instead its brief is to sell Great Western, which has been privatised

for exactly one year, as an innovator and privatisation success

story.



The programme includes community relations and will provide publicity

support for Great Western’s schemes such as family-only and mobile

phone-free carriages.



Harrison Cowley will conduct ’opinion former liaison’, talking to a

variety of audiences about Great Western’s corporate profile from the

CBI and Institute of Directors to local business groups.



Kelly said: ’We will not talk about privatisation. Great Western doesn’t

want to be a political football.’



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