A pitch-winning, ATL-beating, gold-award-winning campaign that made everyone fall back in love with train travel

Virgin Trains were after a bold new brand positioning (and a new agency) to help make everyone fall back in love with train travel.

THE IDEA: Arrive Awesome 

Our idea was to make the Virgin Trains experience awesome from booking to boarding and beyond - utilising all digital and on-board touchpoints. A pitch-winner that went right above the line. Big win.

This textbook GOLD DMA Award-winning video sums it up nicely... 

We refreshed the brand with a bold new tone of voice and attitude - and a lively email announced the awesomeness to the entire customer base.


‘The Race to Awesome’ got the hashtag out there, with two tweet-powered trains (#TheNorth and #TheSouth) racing against each other to an imaginary destination – AWESOME. The first to arrive won two of its supporters unlimited First Class weekend train travel for a year.

And of course, there were banners...


A couple of results we're proud of:

Positive sentiment towards VT in social media increased 3-fold
6,700 entries to our Twitter competition (forecast of 1,000)
Over 30 unprompted tweets about our CRM emails

Our TOV lives on to this day

240% increase in CTR on emails 
10,800 new customers added to database
£2.4m additional revenue from the new customers
+2.7% market share along main route