Media: Strategy Analysis - Return to the golden age of the train.(Virgin Trains)

 
Brand: Virgin Trains 
Clients: Craig Inglis, Steve McDonald, Lloyd Page 
Brief: Make the train popular again 
Target audience: Business and leisure travellers 
Budget: Undisclosed 
 
AGENCIES 
Media: Claire Marker and David Bratt, Manning Gottlieb OMD 
Creative: Rainey Kelly Campbell Roalfe/Y&R 
Digital: Glue 

Richard Branson called train travel his greatest challenge. When Virgin entered the market in 1997, the UK was frustrated by the state of this industry. By 2002, travellers' opinions were damning and, as the highest-profile operator, Virgin Trains was often singled out for criticism.

But Virgin Trains was here to stay and the roll-out of its Voyager and Pendolino fleets showed its long-term intent. The new fleets and an improved timetable started to deliver a service more in line with expectations of the brand.

This year's 'return of the …