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.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

We set out to change the perception of First Class as solely for suits and the wealthy to address the annual drop-off in revenue over the summer holiday period. We achieved this with tactical emails; the content sells in the luxurious benefits of First Class in a creative and very personal way, breaking down the perception that it's an unnecessary luxury. We then made First Class a viable choice for leisure travellers by reducing the price in the sale. By following up with a second email, we were able to reiterate the key messages and up the urgency, playing on the fear of missing out.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?