Virgin Trains: Beat the system

With Virgin Train's current UK rail service franchise coming up for renewal, it needed to prove it was good value for money.

Virgin Trains: Beat the system

Elvis

THE TEAM

John Treacy, Ben Clapp, Paul Becque, Cath Willingham, Tom Duckham, Rosalind Mair, Stuart O'Neill, Dan Noller, Paul Taylor, Scott Hunter.

WHAT IS WONDERFUL ABOUT THIS WORK?

Right now, value perceptions are vital, but people believe pricing complexity is there to hide cheaper tickets. We tapped into the truth that everyone enjoys getting one over on the authorities. With Virgin panache, we helped customers spend less, generating an exceptionally healthy ROI.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

Virgin Trains’ current franchise re-bid is approaching and being perceived as good...

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