The campaign, by agencies MCBD and Elvis, begins today. It will include two TV ads entitled 'Success Express' and 'Booty Train'.
In one execution, Branson is shown driving a pick-up cart through a station. It carries the strapline 'Virgin Trains. Where do you want to be?'
The campaign focuses on improvements to Virgin Trains' service, such as faster trains and a 'best of British' menu. It follows completion of the £9bn West Coast Main Line upgrade.