First Great Western needed to tell customers about their major improvement programme – the greatest investment since Isambard Kingdom Brunel first laid down the Great Western Railway. We went above and beyond the brief with a whole new brand positioning, communicating the idea that FGW are not merely building a greater railway: they’re Building a Greater West. The effectiveness of this approach is already proving itself effective, with significant moves on key brand attributes and FGW's highest ever Net Promoter Score – despite significant disruption to the service as a result of the building work.