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.
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