Virgin Trains: First Class for leisure travellers
Elvis
THE TEAM
Ben Clapp, John Treacy, Mat Prime, Matt Daymond, Chris Clausen, Tom Duckham, Rosalind Mair, Paul Becque.
Other contributors:
CreatorMail - ESP, thetrainline.com - Database management.
WHAT IS WONDERFUL ABOUT THIS WORK?
Virgin Trains’ revenue dips every summer as fewer business travellers make First Class journeys. We addressed this by making First Class an appealing and achievable option for leisure travellers, imagined in their own status update. This was the strongest performing email over the last two years, with an open rate 58% higher than the previous sale email.