We rewrote the menu for first class train travel.

First class train menu TfW and James Sommerin

Challenge

Transport for Wales (TfW) had already upgraded its First-Class offer, by introducing new carriages on key routes. But despite the improvements, First Class was still not quite to everyone’s taste – it was seen as functional, not premium.

TfW needed to prove that First Class could be aspirational without feeling exclusive, as well as encouraging passengers to buy or upgrade to First Class tickets during off‑peak periods.

Competitors were focused almost exclusively on the practical benefits such as Wi‑Fi, plug sockets and seat comfort. None were creating emotional distinction or tapping into local identity. This allowed TfW to reframe First Class as not just a seat in a train, but a seat in a unique Welsh dining experience.

Hero image of the food and campaign title 'Yes, this really is train food'

Solution

Research showed First Class was seen as an occasional treat, not an everyday purchase. By positioning it as an affordable luxury and making the journey part of the experience, we wanted to tempt more than just business travellers. We combined consumer and sales data with social listening and competitor review to give TfW the edge they needed.

Food stood out: scepticism around train dining made it the clearest way to shift perceptions. So, we created TfW First Class x James Sommerin – a limited-edition onboard dining collaboration with Michelin starred Welsh chef James Sommerin. Running for eight weeks, a bespoke three course menu celebrated Welsh produce and local pride.

Collage of images showing the food James Sommerin and the TfW chef produced

Credibility through experience and PR:
We launched with an exclusive tasting at James Sommerin’s Michelin‑starred restaurant, where we invited leading Welsh food journalists, lifestyle editors and foodie influencers to try it for themselves.

Visibility through premium media partnerships:
We placed the campaign where food lovers and travellers look for inspiration – with partnerships across The Guardian, BBC Good Food, Delicious and Olive, plus geo‑targeted paid social on Meta and TikTok for First Class routes.

Shareability through standout content:
We captured the collaboration with photography and film, showing James training TfW chefs and bringing the menu to life. Teasers, hero films and behind‑the‑scenes content ran across organic and paid channels, turning a temporary partnership into a culturally relevant moment.

Images of the food served posted on social media

Image of the TfW and James Sommerin OOH display at a bus shelter

Image of the TfW and James Sommerin OOH billboard display

Results

First Class became more than a seat upgrade – it became an experience people wanted to talk about and try.

The campaign exceeded targets across awareness, engagement and commercial performance.

Onboard dining uptake increased by 44% year on year, with 636 customers served the bespoke menu.
Average spend per diner rose by 4.4%, driven by higher uptake of three‑course meals.
Over 12 million impressions (Meta delivered 5m+, Paid partnerships 5.6m, Paid TikTok 1.6m impressions), exceeding the target by 23%.
5,198 visits to the First Class landing pages.
Influencer and PR activity generated over 5.5 million opportunities to see, alongside hundreds of thousands of video views across social.

Image of the TfW and James Sommerin menu

Image of the food James Sommerin and the TfW chef produced

First Class PR campaign - images of PR and Social coverage

“…we wanted to grow our First Class customer base by highlighting what makes us unique – including our talented on‑board chefs, three‑course meals, and commitment to Welsh suppliers and low‑carbon menus. Partnering with James Sommerin was a natural fit and an innovative approach, and Golley Slater not only secured this collaboration but delivered an integrated campaign that really exploded the message. The response from customers was fantastic, and the campaign helped us achieve both our revenue and service goals. We couldn’t have been happier with the campaign.”
Rebecca Wilson, Head of Campaigns, Transport for Wales

Our Services

James Sommerin x First Class

We rewrote the menu for first class train travel.

Challenge

Transport for Wales (TfW) had already upgraded its First-Class offer, by introducing new carriages on key routes. But despite the improvements, First Class was still not quite to everyone’s taste – it was seen as functional, not premium.

TfW needed to prove that First Class could be aspirational without feeling exclusive, as well as encouraging passengers to buy or upgrade to First Class tickets during off‑peak periods.

Solution

Credibility through experience and PR:
We launched with an exclusive tasting at James Sommerin’s Michelin‑starred restaurant, where we invited leading Welsh food journalists, lifestyle editors and foodie influencers to try it for themselves.

Visibility through premium media partnerships:
We placed the campaign where food lovers and travellers look for inspiration – with partnerships across The Guardian, BBC Good Food, Delicious and Olive, plus geo‑targeted paid social on Meta and TikTok for First Class routes.

Results

First Class became more than a seat upgrade – it became an experience people wanted to talk about and try.

The campaign exceeded targets across awareness, engagement and commercial performance.

Onboard dining uptake increased by 44% year on year, with 636 customers served the bespoke menu.

Average spend per diner rose by 4.4%, driven by higher uptake of three‑course meals.

Over 12 million impressions (Meta delivered 5m+, Paid partnerships 5.6m, Paid TikTok 1.6m impressions), exceeding the target by 23%.

5,198 visits to the First Class landing pages.

Influencer and PR activity generated over 5.5 million opportunities to see, alongside hundreds of thousands of video views across social.

Our Services

James Sommerin x First Class

We rewrote the menu for first class train travel.

Challenge

Transport for Wales (TfW) had already upgraded its First-Class offer, by introducing new carriages on key routes. But despite the improvements, First Class was still not quite to everyone’s taste – it was seen as functional, not premium.

TfW needed to prove that First Class could be aspirational without feeling exclusive, as well as encouraging passengers to buy or upgrade to First Class tickets during off‑peak periods.

Solution

Credibility through experience and PR: We launched with an exclusive tasting at James Sommerin’s Michelin‑starred restaurant, where we invited leading Welsh food journalists, lifestyle editors and foodie influencers to try it for themselves.

Visibility through premium media partnerships: We placed the campaign where food lovers and travellers look for inspiration – with partnerships across The Guardian, BBC Good Food, Delicious and Olive, plus geo‑targeted paid social on Meta and TikTok for First Class routes.

Results

First Class became more than a seat upgrade – it became an experience people wanted to talk about and try.

The campaign exceeded targets across awareness, engagement and commercial performance.

Onboard dining uptake increased by 44% year on year, with 636 customers served the bespoke menu.

Average spend per diner rose by 4.4%, driven by higher uptake of three‑course meals.

Over 12 million impressions (Meta delivered 5m+, Paid partnerships 5.6m, Paid TikTok 1.6m impressions), exceeding the target by 23%.

5,198 visits to the First Class landing pages.

Influencer and PR activity generated over 5.5 million opportunities to see, alongside hundreds of thousands of video views across social.

Credibility through experience and PR:
We launched with an exclusive tasting at James Sommerin’s Michelin‑starred restaurant, where we invited leading Welsh food journalists, lifestyle editors and foodie influencers to try it for themselves.

Visibility through premium media partnerships:
We placed the campaign where food lovers and travellers look for inspiration – with partnerships across The Guardian, BBC Good Food, Delicious and Olive, plus geo‑targeted paid social on Meta and TikTok for First Class routes.