Client: VCCP Roar
Great Western Railway’s brand is rooted in storytelling and adventure. In Spring 2026, we brought this spirit to life by reviving ‘The Line To Legend Land’ - a book originally published by GWR 100 years earlier. As well as reimagining ten legendary tales from across the GWR network, we worked with former Children’s Laureate, Michael Morpurgo, to share shared a brand new legend - The Miracle Dolphin of Mevagissey - all designed to inspire exploration of the South West and Wales by rail. Launched on World Book Day, we brought the new collection to life with five giant sculptures depicting the mythical creatures, which were installed in their local areas, sparking curiosity and driving rail journeys across the network. To date, the campaign contributed to incremental revenue growth of £11.2 million and generated over 70 pieces of coverage with 238m+ editorial impressions.
