Virgin Trains - "New Beginning"

Y&R London

Y&R London London, Regno Unito

3500

Titolo	New Beginning
Agenzia	Y&R London
Campagna	New Beginning - Virgin Trains
Cliente	Virgin Trains
Marca	Virgin Trains
Posted	Mag 2005
Settore	Trasporto Aereo, Ferroviario, Automobilistico, Marittimo.
Filosofia	When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise.
Problema	When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise.
Risultato	Advertising helped Virgin Trains overcome these negative perceptions. It provoked people to perceive Virgin Trains in a more positive light, feel good again about train travel and, in so doing, generated a revenue increase of over £62m, an almost six fold return on investment.
Tipo di Media	Stampa e stampati
Market	Regno Unito
Advertising Manager	Craig Inglis
Account Planner	Garbhain O'Bric
Account Director	Lindsey Jenkins
ROI Analyst	Loannis Melas