Campaign details
Brand: Virgin TrainsBrand owner: Virgin TrainsLead agency: Manning Gottlieb OMDContributing agencies: AnomalyCountry: United KingdomIndustries: Rail, coach, boat & car rentalMedia channels: Online display, Outdoor, out-of-home, Radio & audio, Television, Television - direct responseBudget: 3 - 5 million
Executive summary
Virgin Trains has a tough job on its hands. UK commuters love their cars and rely on them heavily for long journeys. To break this habit, we needed to turn our planning approach on its head. We needed to focus on the easiest audiences to...