The Best of The Best From 2010
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Brief
In 2009, Virgin trains took a huge leap forward with the launch of a new service on the back of the £9bn upgrade of the West Coast Mainline. The upgrade means faster, more frequent trains and an additional 13 million seats. Our challenge was not only to fill the extra capacity but also to re-launch the brand after lengthy engineering work, and get people to fall in love with train travel again.
Solution
Our solution celebrated why people travel, rather than travel itself, recognising that a personal journey is more than just getting from A to B. This insight enabled us to give Virgin Trains a new role of facilitator of 'life stuff' by offering frequent trains (so you can stay for another pint) and great fares (so you can nip home for Mum's Sunday roast). As well as leveraging traditional on and off-line channels, we delivered one-to-one messages reflecting real-time events to commuters on the largest digital outdoor screen in Europe.
Results
Despite an extremely difficult market, overall journeys increased by 16%; the digital poster alone uplifted sales by 62% on its first day. Direct communications delivered an ROI of £41:1, with over 750 000 incremental jobs made.
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Virgin Trains - Elvis Communications
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