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Campaign Spotlight

TMW Unlimited and Virgin Trains launch cheeky campaign to demonstrate why taking the train is a far better ride

LONDON – Virgin Trains and agency TMW Unlimited have launched a new campaign in a bid to get more people out of cars and planes and onto their east coast trains. The campaign encourages the public to swap the inconveniences of domestic air travel (e.g. check-in, luggage allowance, lack of connectivity, and landing far from city centers), and road use (e.g. traffic jams, road works) for the ease and style of Virgin Trains.

Two sixty-second campaign films, which will be shown on Facebook and across AOL’s ad serving platforms, feature couples engaged in ambiguous discussions which could be interpreted as an open exchange about their sex lives. In fact, the couples are comparing their negative experiences traveling by road and air with an altogether more relaxing journey on Virgin Trains.

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The campaign runs alongside Virgin Trains’ ‘Plane Relief’ offer, where flyers between London and Scotland are able to take advantage of first and standard class discounts on the east coast route. Standard class tickets begin at £15 each way and First Class tickets at £30 each way*. Twenty thousand discount codes are up for grabs to entice the public to take advantage of the near half-hourly service connecting the center of London with the heart of Edinburgh, and other destinations in Scotland on Virgin Trains’ east coast route. Visit www.virgintrainseastcoast.com/planerelief for more information.

David Horne, Managing Director at Virgin Trains on the east coast, said: “At Virgin Trains we like to do things a little differently, so we’ve decided to highlight the fantastic experiences we offer customers compared to road and air travel in an entertaining, playful way. With free on-board Wi-Fi, free movies, TV episodes, magazines, and games on Beam, our new on-board entertainment service, delicious food from our revamped menus, refurbished trains, increased rail connectivity between the English and Scottish capitals, and frequent services to the heart of cities along the east coast, we’re hoping that our tongue in cheek approach will encourage even more people to hop on board!”

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