The activity, created by Miles Calcraft Briginshaw Duffy (MCBD) and Elvis, launches on 19 October across outdoor, radio and press.
Outdoor and radio advertising, handled by MCBD promotes Virgin Trains' service to leisure travelers, at times when they may be experiencing a difficult journey such as a traffic jam. Posters on truck sides and backs, and near motorway service stations will feature lines such as ‘I want to be stuck in a good book, not a traffic jam' and ‘If can you read this, you should have gone by train.'
The press activity, handled by Elvis, targets business travelers and promotes services and time enrichment, with ads featuring lines such as: ‘You won't miss your flight' and ‘Wi-Fly?'.
Email activity will be sent to Virgin Trains customers and replicates a low-cost airline e-ticket and online route planner, attempting to capture the unpredictability of air and car travel compared to train travel.
Virgin Trains' new positioning was launch in May with two TV ads entitled 'Success Express' and 'Booty Train' which introduced the new strap line: 'Virgin Trains. Where do you want to be?'. It followed on from the £9bn upgrade of the West Coast Mainline.