Virgin Trains set for viral debut

LONDON - Virgin Trains is to mount its first viral campaign to promote its leisure fares to young people in a humorous way.

The work, created by Glue London and Tomboy Virals, will be seeded across several viral sites from this week.

The first execution, called "cockerel", will be followed by five other short films, which will appear at regular intervals until summer 2006.

"We have been trying to find a way of targeting a younger audience, who, frankly, are not interested in trains or prices,' said Virgin Trains marketing director Craig Inglis.

The first viral ad, which can be accessed at www.littlerbritain.co.uk, forms part of its price-focused campaign "Great Britain for great prices".

Earlier this year Virgin Trains launched its biggest ad campaign to date, using the theme "Return of the train".

The activity was intended to establish the brand as the next-generation intercity network, following the completion of a rolling-stock upgrade.

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