By by Joanne Oatts, brandrepublic.com, Monday, 14 August 2006 07:00AM
The campaign is being sent to 140,000 existing customers, divided into five UK regions. Each region will receive a targeted mailing featuring a familiar local landmark on the cover, with the strapline "change your scene".
The piece opens to reveal another location in a different part of the UK, with details of the Virgin Trains fare for the journey.
The Reading mailing shows the busy town centre on the cover but opens to reveal a picture of Brighton pier. Four other variants - London to Chester, Manchester to London, Glasgow to the Lake District and Taunton to Penzance - have also been produced. Door drops using this creative will target 350,000 households.
Louise Maclean, account director at Craik Jones, said: "Dividing the creative into five different geographical areas allowed us to tailor route messages on a regional basis, thereby enhancing the relevance of the communication to prospective customers."
The mailing also features a competition and directs customers to the website and the online booking facility.
Natalie Aitken, direct marketing manager at Virgin Trains, added: "The elements of the campaign highlight the great value for money offered by our Value Advanced tickets."
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This article was first published on brandrepublic.com