Virgin Trains - How a powerful idea fuelled the engine room of Virgin Trains revenue by changing minds and winning hearts

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished.
Agency: Rainey Kelley Campbell Roalfe/Y&R and Manning Gottlieb OMDAuthors: 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...

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