Carat On-board for Great Rail Journeys Media Brief

Great Rail Journeys has appointed Carat Leeds as its media agency.

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The appointment comes as part of a drive to integrate and broaden the company’s marketing activity to support business growth plans over the next three to five years.

Carat, part of the Dentsu Aegis Network, will support communications across a mix of channels including print, digital, TV, sponsorship idents, and emerging opportunities in radio and Out of Home.

Great Rail Journeys, which has a turnover of around £100m a year, employs 150 staff in York. It was acquired by private equity firm Duke Street in a £100m last year.

It offers around 400 different types of holiday to more than 50 countries globally.

Lisa Wood, Sales & Marketing Director at Great Rail Journeys, said: “We want to grow the intelligence that sits behind our marketing activities and broaden our marketing mix. Carat and the wider Dentsu Aegis Network have a broad range of skills we can tap into to help us do this and they’ll be a great partner to support our growth.

"We have a fantastic range of holidays, but more people need to know about the why a Great Rail Journeys holiday would be right for them.”

Andrea Bagan, MD at Carat Leeds, said: “It is such an exciting time to be working with Great Rail Journeys as they continue on their next phase of growth. The way people consume and engage with media is constantly evolving; our audience first approach will focus on driving performance across media, data and technology, helping Great Rail Journeys achieve their ambitious business objectives.”

The account was previously held by MediaCom North.

Carat UK

Carat is a global, award-winning agency – focused on building our client’s brands and driving measurable business performance for some of the world’s largest brands, including Diageo, Kellogg’s, Mondelēz, The Co-operative Group, Vodafone and Microsoft. Consistently recognised as #1 in RECMA’s Global Qualitative Evaluation ranking, the last 18 months has also seen Carat UK win three Cannes Lions, three Eurobest Awards and four Media Week Awards, proof we are truly building ideas that matter.

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