标题 | New Beginning |
广告公司 | Y&R London |
广告战役 | New Beginning - Virgin Trains |
广告主 | Virgin Trains |
品牌 | Virgin Trains |
Posted | 5月 2005 |
行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
哲学 | When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise. |
问题 | When Virgin Trains acquired a rail franchise in 1997, it was promptly engulfed by the public disappointment and cynicism that defined British rail travel. However, Virgin Trains soon found itself at the receiving end of renewed anger as the industry declined further in the ensuing years and people felt Virgin was failing to deliver on its brand promise. |
结果 | Advertising helped Virgin Trains overcome these negative perceptions. It provoked people to perceive Virgin Trains in a more positive light, feel good again about train travel and, in so doing, generated a revenue increase of over £62m, an almost six fold return on investment. |
媒体类别 | Transportation & Vehicles |
市场 | 英国 |
广告经理 | Craig Inglis |
客户企划 | Garbhain O'Bric |
客户总监 | Lindsey Jenkins |
ROI Analyst | Loannis Melas |