Developing an integrated communications platform to build the brand and sell more tickets.
In-depth research into the train travel experience.
Encapsulating the feeling of arriving at your destination when travelling with Virgin Trains.
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.
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.
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.