Virgin Trains - The Return of the Train

‘The return of the train’ was the highly successful result of an involvement-based strategy aimed at combating the emotional pull of the car and the plane.

The campaign provided a modern take on the ‘golden era’ of rail travel with a romantic celebration of cutting edge innovation with ‘the good old days’ train service, supported by rational support in announcement orientated media.

Overall journey numbers increased significantly over the campaign period when compared with the same period the previous year. West Coast revenues were up 32% year on year, and the incremental revenue generated from advertising was £29.7m, representing an ROI of £4.20.

For the complete case study visit the WARC website.

Virgin Trains - The return of the train

By engaging the public with rail travel on a positive emotional level, Virgin Trains became the transport operator of choice in the UK.

Databank.

Award: 2006 IPA Effectiveness Awards, Silver Award

Client: Virgin Trains

Entrants: Rainey Kelly Campbell Roalfe Y&R and Manning Gottlieb OMD

Authors: Lucy Howard, Claire Marker, David Bratt, Jack Bowley, Sally Dickerson and Steve Perry

Media used: TV, Print, Outdoor, Interactive, Radio, DM, Cinema, Ambient, Press

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