Virgin Trains

Craik Jones Watson Mitchell Voelkel won gold in the business direct mail category at the 2006 DMA Awards for a campaign encouraging existing Virgin Trains customers to upgrade to first class.

Virgin Trains

Craik Jones Watson Mitchell Voelkel

THE TEAM

Mark Buckingham – Creative Head Mandy Wiemers – Copywriter Alison Payne – Planner Louise MacLean – Account Director Camilla Patel – Group Account Director Janet Campbell – Production Manager Olu Falola – Visualiser

WHAT IS WONDERFUL ABOUT THIS WORK?

We encouraged our Standard Class business customers to upgrade to First Class by tantalising them with the new Primo menu. An ROI of 37:1 and conversion rate of over 20% shows that the way to engage our audience is most definitely through their stomachs.

CAMPAIGN OBJECTIVES...

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