Agency: Rainey Kelley Campbell Roalfe/Y&R and Manning Gottlieb OMD | Authors: Ioannis Melas, Lyndsey Jenkins and Graham O'Bric |
Virgin Trains
How a powerful idea fuelled the engine room of Virgin Trains revenue by changing minds and winning hearts
INTRODUCTION
This paper is the story of a campaign that began to deliver on what Richard Branson called his 'greatest challenge ever': to rekindle the public's enthusiasm for train travel. It is the story of how, in the face of considerable public frustration at the state of train travel in the UK, a communications campaign for Virgin Trains in 2002...