Great West Way has announced the launch of its innovative ‘Green Travel Campaign’ in collaboration with Great Western Railway and Rough Guide. This campaign highlights green travel experiences along the Great West Way, promoting sustainability, connectivity, and responsible tourism. The campaign is expected to generate an estimated reach of over 1.5 million potential visitors.
The touring route between London and Bristol launched in 2018 encourages visitors to travel using different forms of transport. Visitors are encouraged to slow right down and use different forms of transport and methods of exploring the route, such as walking, cycling, using the waterways, or exploring by bus or train.
The campaign highlights how you can enjoy a journey of discovery like no other as you venture through stunning gardens, unwind whilst enjoying award-winning, locally sourced dishes, explore historic landmarks and World Heritage Sites, all whilst making the most of sustainable travel along the Great West Way travelling on GWR trains and buses using the Great West Way Discoverer pass.
The main campaign landing page can be seen here.
Highlighted are the many sustainable things to do along the route, such as visiting Stonehenge using the Stonehenge Tour Bus, Blenheim Palace The Roman Baths, Savill Gardens in Windsor Great Park, are offering visitors a 2-for-1 entry with a valid train ticket and scenic areas such as the Vale of Pewsey, together with Wiltshire Connect are providing a flexible and responsive Wiltshire bus service, ideal for rural exploration.
The integrated campaign includes content hosted by Rough Guide online platform Destinations on the Great West Way and Travel the Great West Way and content hosted by the British Travel Journal. Win a Green Travel-inspired overnight stay in a luxury 5-star hotel on the Great West Way, plus an integrated digital and PR campaign, including Facebook and Google responsive advertising. There is a competition to win a sustainable trip along the Great West Way with incredible prizes from Whatley Manor, Savill Garden, Roman Baths and Stonehenge!
Fiona Errington, Head Of Marketing at Great West Way, said: “We’re helping visitors to plan their sustainable visit detailing the variety of places along the way and how they can enjoy a visit with sustainable travel, eco-friendly stays and sustainable, local sources products.“
Chris Lund, Senior Marketing Manager from Great Western Railway, said “ “GWR’s Great West Way Discoverer pass is a hassle-free way to connect train and bus travel in one ticket, allowing you to visit some of Wiltshire and the surrounding area’s awe-inspiring local attractions, such as Stonehenge or Bristol’s Clifton Suspension Bridge. Or use it to help navigate the best of Wiltshire and the West of England’s Christmas markets, including Salisbury, Bath and Bristol.
“With a 1-day Discoverer pass ticket starting at only £27.50, it makes a great value-for-money option and allows unlimited off-peak travel.”
