Virgin Trains East Coast business has awarded its £10m above-the-line account to krow.
Appointed as lead creative agency, taking over from BMB, krow will be responsible for the strategic and creative development of the brand.
Danny Gonzalez, sales and marketing director, Virgin Trains, said of the appointment: “We are delighted that krow have been appointed to help develop brand and communication strategy for the Virgin Trains East Coast business. It was a very easy decision to make based on the great work and results they have delivered for the existing Virgin Trains business.”
Barry Cook, founder of krow, added: “This is a really important vote of confidence in our work and an exciting gain for the agency. We look forward to championing long distance train travel on the east and west coast.”
An announcement campaign introducing Virgin Trains East Coast will run from this week (Monday 16 March) in press, outdoor and radio, with the line ‘East Coast meet Virgin Trains’. As part of the launch TMW Unlimited will handle below-the-line communications and will lead on strategy and creative across CRM and digital channels.
Manning Gottlieb OMD is handling media strategy and buying, adding to its existing Virgin Trains business.