The campaign aims to counteract marketing activities which are focusing on other rail routes between the two cities. Our strategy will focus on protecting the business market and appealing to a broader leisure market and modal shift. Our campaign will highlight the benefits of Virgin Trains, focussing on speed, frequency and quality of our service.
The overall concept is designed to appeal to both business and leisure audiences and will be seen across outdoor and digital sites in and around Birmingham, at certain stations along the route and also at London Euston and London Marylebone Underground stations including escalator panels.
The retro-style creative of ‘Fly Virgin Trains’ taps in to the 1950s golden era of commercial air travel growth, when the world instantly became more accessible, opening up fast and more frequent ways to travel, such as our Birmingham to London service. Trains run every 20 minutes between the two cities, taking just 1hr 24mins between Birmingham and London, which means more time in London sightseeing or getting home that bit earlier.
Annerie Hughes, Virgin Trains Head of Marketing, said: “The new ‘Fly Virgin Trains’ campaign brings to life the speed at which you can travel between Birmingham and London. The designs hark back to the growth of commercial air travel and the 1950s - a time when the whole world suddenly became more accessible.
“In a similar way the speed and frequency of the Virgin Trains’ service brings the UK’s two largest cities closer for both business and leisure purposes.
The campaign has been devised by Virgin Trains advertising agency Elvis.
Also in Europe today, City.Mobi is celebrating the success of its new guide to London.
City.Mobi offers the most comprehensive mobile travel guides available, with over 800 cities in 200 countries listed. Each is developed by the City.Mobi team to combine into a single global travel directory.
London.Mobi is the latest in this illustrious line up, offering click to call functionality – which means no scribbling down telephone numbers.
Most entries are also linked to websites where users can quickly access more detailed information if needed.
Other key features include information on accommodation, restaurants, attractions, entertainment, nightlife, shopping, and transport.
City.Mobi guides include user reviews and traveller utilities such as a translation guide, currency converter, news and local weather guide.