Richard Branson’s Virgin Trains is launching a poster offensive to
communicate some long-awaited positive news to customers.
The beleaguered rail company is attempting to cast off its unfortunate
image with seven colourful posters by Rainey Kelly Campbell Roalfe,
trumpeting the first complete overhaul of the timetables since Virgin
took control of the franchise.
Virgin is spending more than pounds 1 million to promote its revamped
timetable, which includes more trains, more cut-price fares and more
direct routes to major cities.
Sarah Keogh, the Virgin Trains marketing and sales director, said: ’This
is the culmination of extremely hard work behind the scenes. We have
always had a clear vision for Virgin Trains but it has been difficult to
talk about it until now.’
The campaign breaks this weekend. One poster features a grid filled in
with a vast array of colourful bottoms and the words, ’More affordable
seats for more people.’ Another shows a grid of colourful tannoys with
the line, ’More trains to more places more often.’
To advertise the start of earlier and later train services, an owl and a
cock are pictured staring cheerfully out of two separate posters.
James Murphy, the account director on Virgin at Rainey Kelly, said: ’The
whole theme is good news and the posters have a colourful and
distinctive visual style.’
The campaign’s copywriter was Derek Payne and the art director was Gary
Last October, some ’manifesto’ posters appeared giving an honest
appraisal of the difficulties Virgin Trains had inherited.