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Virgin Trains Be Bound For Glory

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The Challenge

In September 2015, Virgin Trains began operating on both the East and West Coast lines. The commercial challenge was to get more people travelling by Virgin Trains, more often, by getting them to switch from other modes of transport when it came to long distance travel.

The Challenge

The Leap

From a train company to a performance brand.

The Leap

The Solution

If you’re travelling long distance, it’s for something really important. You need to arrive feeling on top of your game. Our BE BOUND FOR GLORY campaign celebrated the benefit of choosing to go by a Virgin Train over other modes of transport: you will arrive feeling great.

The Solution

The Result

The campaign delivered a good short term ROI of £3.30, driven by a growth in new journeys. We also saw significant increases on key metrics of consideration (+10 percentage points) and advocacy (+11pp), and connection (+9pp), which are directly attributed to the campaign.

The Result

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