Driving awareness and uptake of smart travel with live customer engagement and promotional outreach across the South West.

EXECUTIONAL partnered with Great Western Railway (GWR) to support the rollout and promotion of its Pay-As-You-Go (PAYG) smartcard scheme, designed to modernise rail travel in regions such as Bristol and Cornwall. Much like London’s Oyster system, PAYG allows customers to tap in and out with a smartcard linked to their bank details, offering seamless and discounted travel.
Our team was tasked with educating the public, driving sign-ups, and encouraging usage—particularly during a March promotional window offering 10% off all PAYG journeys.
Key Objectives & Responsibilities:
- Raise awareness of the PAYG scheme, its benefits, and coverage areas
- Promote urgency by highlighting the limited-time 10% discount running through March
- Distribute leaflets and direct customers to the quickest sign-up route via the ticket office
- Support customers by: Explaining how to register online at GWR.com/PAYG
- Encouraging visits to ticket offices for same-day smartcard issuance
- Clarifying the steps required for activation and discount eligibility
EXECUTIONAL staff were positioned in high-footfall areas near stations, ensuring friendly, accurate communication and answering FAQs using information pre-sourced from the GWR website.
This campaign helped drive smartcard adoption and reinforced GWR’s commitment to making rail travel more flexible, digital, and accessible for its expanding customer base.
Need support rolling out a new product, service, or digital tool to the public?
EXECUTIONAL can help you educate and convert customers in the moments that matter.































