Govia Thameslink fires up double push for leisure travel

Govia Thameslink Railway is aiming to encourage leisure travel across its network with a new integrated campaign under the Every Stop is a Story brand platform.

Created by TMW, part of Accenture Song, this latest iteration is designed to shift perceptions from commuter lines towards being seen as more of a leisure travel brand.

The campaign is focused on two Govia Thameslink brands: Southern Railway and Thameslink. While each execution has been constructed with a different visual identity for different audiences, the message remains the same: train travel enables opportunities for unique leisure experiences.

The integrated campaign, with media planned and bought by T&P, will be supported across TV, VOD, OOH, social, online video and display. It will launch this week on Channel 4.

Southern Railway’s family-focused execution, The day we saw a flying whale, captures a spontaneous day out for a single dad and his two children. What begins as their standard train journey takes a surreal turn when the daughter spots a whale flying through the trees.

A knowing smile from dad, and curiosity from the kids, sees them hop off at the next stop and rush to see a collection of enormous aquatic kites being flown at a kite festival. On the way home, accompanied by a new whale cuddly toy, the daughter gives her dad the ultimate seal of approval, saying, “That was actually fun.”

To encourage exploration among a younger audience, the spot for Thameslink, Plenty more fish, features a story of a twentysomething man’s trip with his mates who are trying to lift his spirits with a daytrip following a break-up. A soggy paddleboarding fail leads to a fateful meeting. As he scrambles soaked back to dry land, he locks eyes with an instructor who helps him out.

Both ads use emotional storytelling and humour to target their audiences, providing examples of how using the train for leisure can lead to unexpected, moving or funny moments which result in stories that can be remembered forever.

Govia Thameslink Railway head of marketing Alex Briggs said: “This campaign marks a new chapter in how we connect with leisure travellers. Every Stop is a Story captures the spirit of discovery that rail travel offers, and both TMW and T&P have been instrumental in helping us reimagine what our brands can mean to people beyond the daily commute.

“From creative to media, they’ve helped us show up in the moments that matter – whether that’s on a platform, a phone screen, or a family sofa – with stories that feel genuinely worth stopping for.”

TMW chief creative officer Graeme Noble added: “Every Stop is a Story shows the power of integrated storytelling at its best, blending emotional insight with humour across formats to bring GTR’s leisure travel vision to life. It’s been a joy building on our shared success with a client who understands the value of big, human ideas told in rich, audience-first ways.”