To develop an integrated communications platform to build the brand and sell more tickets. Our idea also needed to bring ‘Virgin-ness’ to train travel.
We created the bold, channel-neutral idea which encapsulates the feeling of arriving at your destination when you travel with Virgin Trains: Arrive Awesome. So you don’t just get there, you get there feeling awesome. Supported by Virgin Trains’ other agencies (Krow, Manning Gottlieb and Hope & Glory), we developed our idea into a strong integrated campaign that launched last Autumn across social, digital advertising, customer CRM, TV, press and outdoor.
To launch the idea online, we created a national Twitter competition called ‘Race to Awesomeness’. Geo-targeted banner ads using IP addresses promoted the benefits of travelling with Virgin Trains to prospects whilst promoting low fares from their nearest station.
A social toolkit of messages for the Virgin social team was developed for them to use during the campaign (including Richard Branson’s announcement tweet) and we integrated the campaign tone of voice, messaging and look feel into all our CRM activity.
Targeted emails reminded customers to book to ensure the best fare using knowledge of their previous booking behaviour, and a heavily personalised pre-departure email served up everything customers need for their journey – seat numbers, station maps, ticket types and even the weather forecast at their destination.
We even displayed customer tweets about Virgin Trains on the big screen at Euston, showing other passengers just how awesome Virgin Trains.
Arrive Awesome is not just an advertising campaign. It’s a brand idea which transcends any campaign and one that, we hope, will step-change the way in which we all think about train travel, for the better, by driving us and the client to create even better experiences for customers.NEIL OAKLEYGroup Account Director