The two new TV ads, which aired for the first time yesterday, are part of a new campaign and approach that aims to drive customer appraisal and tackle alternative modes of transport head-on.
The campaign aims to show people that Virgin Trains is good value for money, and that there are many benefits to travelling with the train operator.
The two new TVCs follow the protagonist in an important decision to choose the best way to travel to a big job interview. The campaign also builds on and reinforces Virgin Trains as leaders in customer experience.
Danny Gonzalez, marketing and sales director at Virgin Trains on the east coast, said: “After on-boarding Anomaly as our new agency, we were confident of delivering a campaign with them that would not only disrupt the sector but also make waves in a broader space. This new integrated campaign delivers on that ambition, and then some.”
Katie Knowles, marketing director at Virgin Train on the west coast, said: “In order to drive behaviour change and get people to consider the Virgin Trains as their preferred mode of transport, we needed to create a campaign that would be fundamentally disruptive. Through our new advertising, we’re putting our product and experience front and centre, driving reappraisal in a fresh, exciting way. This campaign is so different. It’s really Virgin.”
The ads tell the story of Valerie as she questions whether she should travel by car or by Virgin Train, or plane or Virgin Train for a big job interview.