Case Study: Transport for Wales boosts First Class uptake with Golley Slater’s Welsh dining experience campaign

Transport for Wales boosts onboard dining uptake by 44% with Golley Slater

Transport for Wales needed to elevate its First Class train service, which was viewed as merely functional rather than a premium or aspirational experience. The challenge was to reframe it as an affordable luxury and encourage more passengers to upgrade, especially during off-peak periods, while also differentiating it from competitors who focused only on practical amenities.

The vendor, Golley Slater, created a PR and influencer campaign by collaborating with Michelin-starred chef James Sommerin to launch a limited-edition Welsh dining menu served onboard. The solution included a media launch, premium partnerships, and targeted social content. This strategy significantly increased onboard dining uptake by 44%, raised average spend per diner by 4.4%, and generated over 12 million impressions, exceeding its targets.

Transport for Wales