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Virgin Trains in pounds 7.5m relaunch through Y&R.(Rainey Kelly Campbell Roalfe/Y&R-designed ad campaign)(Brief Article)
Virgin Trains' pounds 1 billion relaunch is being backed by its largest ever marketing campaign as the train company aims to shed its beleaguered image with a pounds 7.5 million multimedia push.
Built around the theme of 'a new beginning', the campaign supports the arrival of a 78-strong fleet of new trains on Virgin's CrossCountry franchise, together with the imminent arrival of new trains on its West Coast routes.
The billion-pound relaunch was unveiled by Sir Richard Branson on Monday.
It will put 31 extra trains a day on Scottish routes and see Virgin's cross-country services doubling to 215 a day. For the first time this will include services from Edinburgh, Aberdeen and Dundee to Cardiff.
The push introduces new regular timetables and faster services, with the boosted network aimed at giving Scotland and Wales better links with the regions of England.
A 60-second TV and cinema ad through Rainey Kelly Campbell Roalfe/Y&R will spearhead the wider campaign. It aims to focus on the innovative on-board features, which include at-seat audio systems, power points and a walk-in shop.
The ad opens on a steward hurrying down one of the new trains. To the music from the Thomas Crown Affair, he checks the electronic name tags, allowing the camera to focus on the train's new on-board features.
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