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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 …