Great Western Railway has unveiled its most ambitious Famous Five chapter yet, Five and the Dragon Quest, directed by Oscar and BAFTA winner Peter Baynton. The campaign blends cinema, TV, radio, social and outdoor channels, celebrating South West myths while reinforcing GWR’s commitment to innovation, customer care and cultural storytelling.
Great Western Railway has long been synonymous with journeys that open up the West and Wales to trade, tourism and imagination. Now, with its latest creative venture, the company is inviting audiences to embark on a different kind of adventure. Five and the Dragon Quest, the newest instalment in GWR’s Famous Five series, is not only its most ambitious chapter yet but also a bold celebration of the myths and legends that define the South West. Directed by Oscar and BAFTA winner Peter Baynton, the film weaves together heritage and fantasy, offering a cinematic journey that mirrors the railway’s own role in connecting communities and stories.
The Famous Five, beloved characters from Enid Blyton’s classic tales, have become central to GWR’s brand storytelling in recent years. By placing them at the heart of its campaigns, the company has tapped into nostalgia while reimagining their adventures for contemporary audiences. This latest chapter, however, goes further. It draws on the deep folklore of the region, from dragons and ancient quests to landscapes steeped in mystery, positioning the railway not just as a mode of transport but as a gateway to cultural discovery. The decision to entrust the project to Baynton, whose accolades include both Oscar and BAFTA recognition, underscores the seriousness with which GWR approaches its creative identity.
What makes Five and the Dragon Quest particularly striking is its integrated approach. The campaign is not confined to cinema screens but extends across television, radio, social media and out-of-home platforms. This ensures that the story reaches audiences wherever they are, whether commuting, scrolling through feeds, or catching a film at the weekend. It is a strategy that reflects GWR’s broader philosophy: being different, being present, and making every interaction with the brand memorable. Just as the company prides itself on every smile offered by staff, every bag carried, and every snack served, so too does it seek to craft campaigns that resonate beyond the train carriage.
The railway’s ambition is not limited to storytelling. Over the past decade, GWR has overseen the biggest upgrade of trains in the country, electrifying main routes and modernising key stations. These investments are not merely infrastructural; they are symbolic of a company determined to blend tradition with progress. The gleaming new trains, the refreshed uniforms, and the updated signage are all part of a wider narrative of renewal. Yet GWR insists that its essence lies not in the colour of its trains or the design of its stations, but in the experience it offers passengers. The campaign, therefore, becomes an extension of this ethos: a reminder that journeys are about more than destinations—they are about stories, encounters and moments of wonder.
More than 100 million customers travel with GWR each year, a figure that speaks to its scale and responsibility. Alongside its partners at Network Rail, the company emphasises its pride in looking after the railway, ensuring that the legacy of connectivity established when the Great Western Railway was first built continues to thrive. In this context, Five and the Dragon Quest is more than a marketing exercise. It is a cultural gesture, an invitation to rediscover the landscapes and legends that lie along the tracks. By aligning its brand with the myths of the South West, GWR is reinforcing its role as custodian not only of infrastructure but of heritage.
The choice of the Famous Five is particularly apt. Their adventures have always been about exploration, friendship and curiosity—values that resonate with the spirit of travel. In reimagining their quest against the backdrop of South West folklore, GWR is reminding audiences that the railway is a conduit to adventure, whether that means a family holiday, a business trip, or a spontaneous weekend escape. The dragon, as a symbol, becomes a metaphor for the challenges and wonders that lie ahead, while the quest reflects the company’s own journey towards innovation and excellence.
Campaigns of this scale inevitably serve multiple purposes. They entertain, they inspire, and they market. Yet in GWR’s case, there is a palpable sincerity in the way the company frames its work. It is not simply about filling seats but about enriching journeys. The integration of cinema, television, radio and digital channels ensures that the message is not lost in transit but carried across platforms with consistency and flair. For passengers, the campaign becomes part of the travel experience itself, a reminder that the railway is as much about imagination as it is about timetables.
In an era when transport companies are often judged solely on punctuality and efficiency, GWR’s approach is refreshing. By investing in storytelling, it is asserting that travel is cultural, emotional and communal. The smiles of staff, the assistance with luggage, the snacks served—all these gestures are framed as part of a larger narrative of care. Five and the Dragon Quest amplifies this message, showing that the company is willing to go beyond the functional to embrace the magical.
As the film rolls out across screens and platforms, audiences are invited to see the South West not just as a region but as a realm of legend. For GWR, the campaign is a statement of identity: a railway that is proud of its past, ambitious about its future, and committed to making every journey the best it can be. In blending myth with modernity, the company has crafted a chapter that is as much about storytelling as it is about service. And in doing so, it has reaffirmed its place not only on the tracks but in the imagination of the nation.
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