Virgin Trains: How a powerful idea fuelled the engine room of Virgin Trains revenue - IPA Effectiveness Awards Case Study 2004

Brief Description: When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise. Advertising helped Virgin Trains overcome these negative perceptions. It provoked people to perceive Virgin Trains in a more positive light, feel good again about train travel and, in so doing, generated a revenue increase of over £62m, an almost six fold return on investment ;---(TAGS)--- Full Title: How a powerful idea fuelled the engine room of Virgin Trains revenue by changing minds and winning hearts ; Number: 2004/44 ; Brand Name: Virgin Trains ; Client: Virgin Trains ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: Rainey Kelly Campbell Roalfe/Y&R ; Manning Gottlieb OMD ; OMD Metrics ; Author: Graham O'Bric, Lyndsey Jenkins, Ioannis Melas ;