Great Rail Journeys, the UK’s leading rail holiday operator, has appointed JDA to handle its advertising, direct marketing, customer communication, strategic and research work after a four-way pitch.

York-based Great Rail Journeys offers a range of escorted rail travel holidays worldwide, from three and four week tours across the USA, Canada, India and Russia, to short breaks throughout Europe and the UK. The company is planning a expansion of its business over the next few years.

JDA managing director, Mike Ashton, said: “JDA’s considerable experience in the travel sector meant that we were immediately able to identify the market for Great Rail Journeys holidays and to hone in on the right proposition and the most attractive creative approach that we know will appeal to the type of mature and well-travelled customers who form the market for this kind of luxury holiday.”

GRJ marketing director, Alex Roberts, added: “JDA’s experience and understanding of the escorted tours market meant that their approach was bang on the money, not just with press ads, but throughout the whole customer communications programme.”

Great Rail has an annual advertising budget in excess of £4m. The first advertisements appear in the press in late August and will be followed by a full communications programme.