Wavemaker North has created a new campaign to promote Great Western Railway.

This includes the first branded podcast series from LBC, plus print and digital advertising.

Wavemaker North partnered with LBC to produce the 6-part series, Get Productive, which features short interviews with business leaders. It’s supported by radio ads, which run across LBC and sister station, Classic FM.

“Podcasts are a great way to reach busy people on the go and LBC listeners are highly engaged with business news. This campaign with GWR and Wavemaker presented a good opportunity to offer listeners an engaging podcast series packed with valuable advice and launch the first branded podcast from LBC,” explained Jennie Stubbs, Director of Content Solutions and Partnerships, at Global.

“The Get Productive series features useful tips from some of the UK’s most successful business leaders making it a must-listen for people looking to get more out of their working day.”

A digital content hub contains competitions and further information about the upgraded GWR service and is hosted on both LBC and Classic FM.

In addition to the radio, there are 2 video-led pieces, which are being distributed across the Unruly network and print features in The Times. These showcase how CEOs are using their business travel time “more efficiently” by using GWR.

“The Wavemaker team saw an exciting opportunity for GWR to reach consumers at multiple touchpoints across two core partners. Combining the credibility and authority of The Times and LBC, with CEOs across the GWR network, allowed us to create a unique content series that reaches GWR business consumers at scale,” added Beth Smith, Partnerships Director at Wavemaker North.