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Virgin Trains combo campaign hits the buffers

Virgin Trains has added the East Coast line to its West Coast operation, which means there are now two monopoly operations charging ridiculously high fares if you want to travel today or the next day/week.

But Virgin companies don’t let such trifles get in their way so Trains says it’s setting out to become of Britain’s “best-loved brands” with its first combined campaign, ‘Be Bound For Glory.’ This rather improbable soubriquet was devised by Krow, TMW Unlimited, Manning Gottlieb OMD, Lowe Profero, Amaze and Hope & Glory – yes, all of them.

This is elephant in the living room advertising: it completely ignores the obvious point – value. And WTF has it to do with trains anyway?

It’s similar in some way to Anomaly’s debut for Johnnie Walker. It’s a client wish list not a proposition.

MAA creative scale: 4.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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