The challenge
The Watercress Line unveiled its newly restored Canadian Pacific steam locomotive in March, a project decades in the making. This milestone deserved significant attention — not just for the locomotive itself, but for the stories connected to it, from the women who built it at Eastleigh Works during the Second World War to the support of the National Lottery Heritage Fund.
The challenge was clear: deliver maximum media impact for the official launch event at Alresford, attended by the Canadian Ambassador and the Chief Executive of the National Lottery.
Our solution
Carswell Gould created and executed a meticulous pre-event PR and media strategy to secure widespread coverage.
Key elements included:
• Narrative development – positioning the restoration as a story of history, community, and international collaboration, ensuring strong human-interest angles.
• Media planning – developing a comprehensive outreach plan targeting broadcast, print, online, and international media.
• Onsite event management – hosting and facilitating media at the official launch, ensuring smooth logistics, high-quality interviews, and live reporting opportunities.
• Spokesperson preparation – supporting Watercress Line representatives to deliver confident and engaging media interviews.
The results
The launch achieved outstanding national and international coverage:
• ITV Meridian live evening news report
• ITV’s Good Morning Britain feature
• Worldwide distribution by Reuters News Agency
• Canada’s most popular radio show featuring an interview with Watercress Line’s Steve Wilson
• BBC Radio Surrey live interviews with Rebecca Dalley and Richard Lacey
• National newspaper articles and widespread online and social media engagement
The impact
The event cemented Canadian Pacific’s return to the tracks as a cultural milestone. It raised the profile of the Watercress Line, celebrated its heritage, and attracted international attention, strengthening its reputation as a visitor destination.
Where marketing connects
This project reflects our DNA as creative problem solvers. By blending storytelling, media expertise, and precise event management, we helped the Watercress Line achieve the recognition its Canadian Pacific restoration deserved — creating headlines across the world.