The promotion launches this month with direct mail and e-mail going to nearly 700,000 customers. Follow-up communications will break over the summer. It targets regular leisure customers who are not used to buying tickets on the internet.
The mail offers customers £5 off Virgin Value leisure tickets when they buy online anytime between now and February. The creative shows humorous dares, such as "wear your partner's sexiest underwear", one could undertake in order to win £5.
The mailing was art directed by Mark Buckingham and written by David Brown. The e-mail campaign was created by Virgin Trains' digital shop, Glue.