NEWS: Virgin team to tackle railways

Virgin is calling on marketing expertise from its cola and airline operations to look at its new railway business.

Virgin is calling on marketing expertise from its cola and airline

operations to look at its new railway business.



The Virgin Rail Group has also appointed a railway marketer from the

National Express Group as commercial director at Cross Country, the rail

franchise it won earlier this month.



Andrew Harvey, marketing director at Midland Main Line, will join the

company, to be renamed Virgin Cross Country, when the Virgin Group takes

over on January 5. As commercial director, Harvey will be responsible

for pricing and ticketing strategy at the rail company. Any marketing

recruits will also report to him.



Virgin has asked Alison Copus, general manager of marketing at Virgin

Atlantic, and James Kydd, marketing director of Virgin Cola, to advise

management on the marketing of the railway.



However, the company is awaiting the result of its bids for West Coast

Main Line and Thameslink services before deciding on a long-term

marketing team.



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