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Virgin Trains’ new advert continues quest for glory

Press release   •   May 12, 2016 11:27 BST

Virgin Trains will air the second TVC in its ‘Be Bound for Glory’ campaign, which sees the brand pay homage to the Virgin-enabled achievements and capabilities of the everyday passenger.
  • Second TVC in Be Bound For Glory campaign
  • Builds on Virgin Trains’ insights into customer behaviour
  • TVC to launch Saturday May 14

Virgin Trains will air the second TVC in its ‘Be Bound for Glory’ campaign, which sees the brand pay homage to the Virgin-enabled achievements and capabilities of the everyday passenger. The new creative continues to build on Virgin Trains’ insight that long-distance travel is always for something important, and it’s crucial to arrive in top form.

The new TVC will launch on Saturday May 14 during Britain’s Got Talent. It will air alongside ‘in-laws’, the first execution in the Be Bound for Glory campaign and the first joint ad by the rail operator’s East and West Coast businesses.

Called ‘Race’, the new creative follows a woman running her first big race for charity, dressed as a fish - overcoming various challenges to fight through to glory. As she has travelled by Virgin Trains, she’s on top notch form, ready to perform the best she can, which she does, before enjoying a well-earned snooze in comfort on-board.

Danny Gonzalez, sales and marketing director, Virgin Trains on the East Coast said: “We wanted to continue championing our amazing customers and showcasing the many reasons they choose to travel with us. This advert brings to life why it’s so important to feel awesome when you’re travelling long distance – and how Virgin Trains will get you there faster, and in more comfort.”

Katie Knowles, marketing director, Virgin Trains on the West Coast said: “At the core of Virgin Trains is the desire to contribute to customers’ personal goals as they continue to ‘Be Bound for Glory’, and our new ad illustrates that we can help customers arrive prepared to tackle whatever challenges they take on.”

It will run as a 40” on TV and a 60” online, supported by radio, OOH, digital and press – showcasing the brand’s attitude and swagger of ‘Be Bound for Glory’ and encapsulating the feeling of being in peak condition. Supporting media will focus on the brand’s customer benefits, highlighting those that differentiate it from other modes of transport.

The full agency team consists of krow, TMW Unlimited, and Manning Gottlieb OMD.

TVC Credits:

Agency: krow communications, London, UK

Creative Directors: Nick Hastings & Tim Robertson

Creatives: Nick Hastings & Tim Robertson

Agency Producer: Davina Hickson

Planner: Matt Watts

Director: Traktor

Production Company: Rattling Stick

Production Company Producer: Stuart Bentham

Director of Photography: Daniel Landin

Editor: Rick Russell @ Final Cut

Audio: Patch @ Final Cut

Colourist: Jean Clement @ MPC

Post production Producer: Anandi Peiris @ MPC

Lead Flame / Creative Director: Bill Mcnamara @ MPS

About Virgin Trains

Stagecoach and Virgin are working in partnership to operate the East Coast and West Coast inter-city routes under the Virgin Trains brand. Together, they are on track to revolutionise rail travel across the UK.

The combined network connects some of the nation’s most iconic destinations including Glasgow, Liverpool, Birmingham, Manchester, Edinburgh, Newcastle, Leeds, York and London.

Virgin Trains is committed to delivering a high speed, high frequency service, offering shorter journey times, more comfortable travel and excellent customer service. Customers consistently rate Virgin Trains as one of the top long-distance rail franchise operators in the National Rail Passenger Survey (NRPS) commissioned by industry watchdog, Transport Focus.

On the East Coast route, £140m is being invested to create a more personalised travel experience. This includes a major fleet revamp, smarter stations and exciting new routes. From May 2016, there will be 42 additional services (22,000 extra seats) per week between Edinburgh and London. 2018 will see the introduction of completely new Azuma trains being built in the UK by Hitachi.

The West Coast route has a proud record of challenging the status quo - from introducing tilting Pendolino trains, to a pioneering automated delay repay scheme and becoming the first franchised rail operator to offer m-Tickets for all ticket types.

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Press Office: 0845 000 3333.