Virgin Trains - Arrive Awesome

Developing an integrated communications platform to build the brand and sell more tickets.

Science

In-depth research into the train travel experience.

Art

Encapsulating the feeling of arriving at your destination when travelling with Virgin Trains.

The Challenge

With the rail industry suffering from delays, cancellations and poorly perceived customer service, we needed to demonstrate Virgin Trains’ focus on improving the customer experience across every part of the journey. Our challenge was to develop an integrated communications platform to drive customer engagement, build the brand and sell more tickets.

The Solution

We created the bold channel neutral idea encapsulating the feeling of arriving at your destination when you travel with Virgin. Arrive Awesome. So you don’t just get there, you get there feeling awesome. We launched the campaign with a twitter competition, geo-targeted banner ads and developed a toolkit for Virgin’s social team to use. Developing a fully integrated campaign across TV, press, outdoor, social, digital advertising and customer CRM we even displayed messages from our customers on the departure/arrival screen at Euston.

The Work

The Results

With 25 million online impressions, a £32 million revenue increase and £11.49 increase in average transaction value, the campaign was a huge success. Our campaign also won gold at the DMAs in the best brand building category, and silver in the travel leisure and entertainment category.

25m

online impressions

3 fold

increase in positive mentions of Virgin Trains on Twitter

52%

increase in open rate for pre-departure emails

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