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