Virgin Trains - a train operating company in the United Kingdom owned by Virgin Rail Group, a joint venture between Virgin Group and Stagecoach.
Integrated Leaflet Advertising to boost bookings
To support the integrated media campaign, Virgin Trains used Leaflet Advertising as a tangible channel to give further desire for travel. This was further supported by TV & Cinema, Radio, Outdoor, Press, Regional Press, Online advertising, Personalised Email & Paid for Search.
How they planned their campaign
A definitive target audience was selected for the campaign based on locality to train stations overlaid with family homes within bespoke Radio and TV catchments to give a halo to other media.
ROI of £1.95 for every £1 + 31% incremental booking
+10% New web bookings
+2x Web conversions