Virgin Trains rolls out next phase of relaunch activity

LONDON - Virgin Trains is implementing the next phase of its relaunch campaign, pushing rail travel as a superior mode of transport over aeorplane and car.

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.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer