Virgin Trains mail drive to entice business customers with perks

Virgin Trains is launching a loyalty programme for first class business travellers with direct marketing through Craik Jones Watson Mitchell Voelkel.

The Traveller programme has been developed to give frequent first class travellers rewards such as priority parking, complimentary drinks and free weekend train travel. Craik Jones has developed a mailing campaign after working with Virgin Trains to identify benefits for travellers.

Virgin Trains aims to increase the loyalty of first class travellers now that its services have returned to something close to normal, following track delays after the Hatfield accident. The mailing is the first in a relationship marketing programme for current Virgin Trains travellers.

Craik Jones has developed an A4 mail pack that uses the new silver and blue identity of the Traveller programme. The booklet contains images indicative of the new services, such as the first class lounge at Euston Station, with lines such as "only for the select few". Its offer of priority parking at stations poses the question "can you bear the envy?".

The campaign is intended to make travellers feel as though they are part of an exclusive club. Craik Jones has also developed a "welcome to Traveller

reference book for its top customers.

The mailing encourages frequent travellers to join the loyalty programme by collecting eight first class or business tickets over three months.

The art director was Leigh Roberts and the copywriter was Rebecca Rae.

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