Virgin Trains - Where do you want to be?

Since 2001, Virgin Trains had suffered constant engineering work, meaning the reality of slow, frustrating travel saw a decline in customer favour.

Virgin Trains – Where do you want to be?

Principal Authors: Carl Ratcliff and Tamsin Northridge – MCBD

Contributing Authors: Clare Marker – Manning Gottlieb OMD; Clementine Webb and Zehra Chatoo – BrandScience


This is the third paper for Virgin Trains submitted to the IPA Awards.

The first paper submitted in 2004 – a silver winner – described an exciting kick-start for Britain’s two biggest rail networks: West Coast and CrossCountry. Both had been awarded to the Virgin group in 1997. Both offered serious challenge to overcome given the paucity of investment dating back years. ‘A New Beginning...

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