Brief Description: ‘The return of the train’ was the highly successful result of an involvement-based strategy aimed at combating the emotional pull of the car and the plane. The campaign provided a modern take on the ‘golden era’ of rail travel with a romantic celebration of cutting edge innovation with ‘the good old days’ train service, supported by rational support in announcement orientated media. Overall journey numbers increased significantly over the campaign period when compared with the same period the previous year. West Coast revenues were up 32% year on year, and the incremental revenue generated from advertising was £29.7m, representing an ROI of £4.20; ---(TAGS)--- Full Title: Virgin Trains ~ the return of the train : How Virgin Trains became the nation's favourite transport provider; Number: 2006/23; Brand: Virgin Trains; Client: Virgin Trains; Product Category: Travel & Transport (Rail Travel inc. Underground); Agency: RKCR/Y&R; Manning Gottlieb OMD; Author: Lucy Howard, Claire Marker, David Bratt, Jack Bowley, Sally Dickerson, Steve Perry; Prize Winners: Silver (Adworks ref: Advertising Works 15)