A NEW instalment of Great Western Railway’s Famous Five TV campaign inspiring train travel across the South West and Wales aired last night (Wednesday, March 5).

The Famous Five embark on a 'Thrilling Engagement’ in the new campaign, combining an emotive love story with a frantic chase around the network to return a missing engagement ring.

The ad shines a spotlight on exciting leisure activities across the region: from hot air ballooning in Bristol, to the delights of Cornwall’s Eden Project, boating in Henley, and surfing in South Wales to name a few.

‘Five and the Thrilling Engagement’ signals the next chapter of one of Britain’s most consistent, long-term creative platforms, shining a light on some of the lesser known and unexpected destinations and activities across the Great Western Railway (GWR) network.

GWR sales and marketing director, Amanda Burns, said: "We’re really proud to be able to show off the best of London, the South West and Wales, and excited to bring the much-loved characters back for another adventure, as they bring a love story to life.

“The Famous Five campaigns have proved a huge success and having them share our love of the network we serve is just fantastic, showcasing some of the UK's best spots and unique experiences GWR unlocks.”

Accompanying the film is a fully integrated campaign across cinema, radio, billboards, social, digital and display.

The wider campaign continues to highlight unexpected destinations and activities including zip-lining at the Eden Project, lighthouse climbing in Plymouth, enjoying a show at London’s Royal Albert Hall and surfing in Wales.

GWR’s multi-channel campaign kicks-off on ITV with a hero 60-second spot, directed by Oscar and BAFTA-winning director Peter Baynton, who made The Boy, the Mole, the Fox and the Horse. The film is produced by the acclaimed film and animation studio Not to Scale.

The campaign has been delivered on GWR’s behalf by adam&eveDDB.

Ben Tollett, executive creative director at adam&eveDDB, said: “After nine years of high-octane adventures with the Famous Five and GWR, we decided to slow things down a bit with a tender and heart-warming love story. Then we threw in a bunch of high-octane chase scenes for good measure.”

Prior to the ad launching this evening, GWR delivered super-sized Love Hearts sweets to the region’s leading landmarks on Valentine’s Day. The tasty tokens of love were accompanied by a mysterious letter expressing admiration for what they - and their owners and staff - do for the region.