Virgin Trains spends £8 million on advertising to refocus on its brand

Virgin Trains has pumped £8 million into an integrated campaign, as part of a new strategy to refocus on its brand.

The decision follows Virgin Trains' initial failed bid to continue running the West Coast franchise in 2012. The bid decision was later scrapped on the grounds that the process was flawed and Virgin was reappointed to the franchise earlier this year.

The TV spot, created by Krow encourages consumers to "arrive awesome" and shows a crowd of people alighting a Virgin Train looking relaxed and happy.

The scene starts in slow motion. Then the bystanders move at regular speed and shoot bemused looks at the Virgin travellers.

TMW created the concept for the campaign, which also includes print, outdoor, radio, online and experiential activity.

The TV spot, which breaks online today (17 September) airs on TV on 19 September during an episode of Piers Morgan’s Life Stories on ITV.

The ad was written by Nick Hastings at Krow and directed by Chris Palmer through Gorgeous. Manning Gottlieb OMD handled the media. Lowe Profero handled the digital work on the campaign.

Danny Gonzalez, Virgin Trains’ chief marketing officer, said: "Following recent events such as the bid, we’ve really challenged ourselves to get back to our roots and refocus not only our brand, but also our people, products and services entirely on the needs of the customers.

"We’re fully committed to understanding exactly what the customer needs and expects from us, and with the help of newly appointed agencies Krow, TMW, Manning Gottlieb OMD, Lowe Profero and Hope & Glory, we have repurposed our brand."

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