HPT Brand Response has consolidated its position as Virgin’s
preferred direct marketing agency by securing the below-the-line
business for Virgin Trains.
The agency will work on the account in partnership with Rainey Kelly
Campbell Roalfe/Y&R, its above-the-line sister shop. HPT has already
completed its first task: to develop a direct mail campaign targeting
50,000 existing and prospective customers.
The campaign, which was produced by the new hirings, Gary McNulty and
Tyrone Probert, integrates with Rainey Kelly/Y&R’s latest TV campaign,
which broke last week.
The ads star Rik Mayall as an arrogant, flustered car driver talking to
a relaxed train traveller, and promote the benefits of travel by train
over the car or aeroplane.
Tim Patten, a managing partner of HPT, said: ’We are delighted to be
working with Virgin Trains. It has challenged us to develop a creative
route that integrates with its new television campaign and has high
impact and cut-through. It also confirms the benefits of integration and
creativity between HPT and Rainey Kelly/Y&R.’
In the wake of the win, and of increased activity from Bloomberg
Television and the World Gold Council, HPT has made a raft of hirings.
Vicky Drake, a former account director at Craik Jones, has been taken on
as account director on Virgin Mobile.
James Gallaher, who worked on the Star Alliance account at Wunderman
Cato Johnson, will be the digital media account manager.