RKCR/Y&R, London Follow Update

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Virgin Trains - "New Beginning" - RKCR/Y&R

  • New Beginning
  • Virgin Trains
  • Virgin Trains
  • RKCR/Y&R
  • United Kingdom
  • New Beginning
Product CategoryAirlines, Airports, Railways, Bus Lines, Ferries & Cruises
MarketUnited Kingdom
LanguageEnglish
Date of First Broadcast/PublicationSeptember 2, 2002
Media TypeTelevision
Length60 Seconds
Awards IPA Effectiveness Awards, 2004 (Silver) for
IPA Effectiveness Awards, 2004 (Best New Client) for
Production Company HLA
Art Director Chris Hodgkiss
Copywriter Pip Bishop
Director Rob Sanders
Account Director James Murphy
Account Director Lindsey Jenkins
Account Planner Garbhain O'Bric
Advertising Manager Craig Inglis
ROI Analyst Loannis Melas

Concept

When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise.

Problem

When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise.

Result

Advertising helped Virgin Trains overcome these negative perceptions. It provoked people to perceive Virgin Trains in a more positive light, feel good again about train travel and, in so doing, generated a revenue increase of over £62m, an almost six fold return on investment.