Virgin Trains - "New Beginning"

Y&R London

Y&R London London, Reino Unido

3503

Título	New Beginning
Agencia	Y&R London
Campaña	New Beginning - Virgin Trains
Anunciante	Virgin Trains
Marca	Virgin Trains
Posted	May 2005
Sector Empresarial	Transportes aéreos, de carreteras y marítimos, ferrocarriles
Filosofía	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.
Resultado	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.
Medio	Prensa y publicaciones
Mercado	Reino Unido
Director de publicidad	Craig Inglis
Planificador de cuentas	Garbhain O'Bric
Director de cuentas	Lindsey Jenkins
ROI Analyst	Loannis Melas