Craig Inglis
Director de publicidade at Waitrose & Partners and John Lewis & Partners
London, Reino Unido
TituloNew Beginning
Agência
Campanha New Beginning - Virgin Trains
Anunciante Virgin Trains
Marca Virgin Trains
PostedMai 2005
Sector Empresarial Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro
Filosofia 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.
Problema 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.
Resultado 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.
Tipo de Mídia Imprensa e publicações
Mercado Reino Unido
Director de publicidade
Planeador
Director de contas
ROI Analyst

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