Offering escorted worldwide rail tour journeys, the company was suffering from customer confusion, with people often mistaking them for heritage rail journeys operators. This was leading to poor quality inbound leads. We created a direct response advert that spoke clearly to the 50+ audience, explaining what escorted rail tours were and the new experiences they could offer. In a year when competitors outspent them by 26%, total inbound enquires rose by 66% and Travel Weekly Reader Survey rated the company no. 1, ahead of P&O.