Virgin Trains continues humorous advertising approach with 'Be Bound for Glory' push

Virgin Trains will launch its new ad campaign this weekend with a host of agencies creating content across its social channels while using the same humorous approach as previous efforts.

The first part of the campaign was created by Krow and will be unveiled this weekend during two of the most watch programmes on television. A 60 second ad will kick things off during The X factor and on Saturday and a 90 second version of the same ad will air on Sunday during Downton Abby.

Continuing Virgin’s humorous approach to advertising, the "Be Bound for Glory" campaign follows a young man meeting his new girlfriend’s parents for the first time and shows him boldly winning over the whole family.

Katie Knowles, marketing director of Virgin Trains on the West Coast, said the idea behind the ad comes from comparing the nature of long distance train travel and meeting the parents. She said “people travel long distances for important things, so we want to show people really ‘nailing it’ when they arrive.”

TMW Unlimited is also involved and has created dynamic fare information to segment and target potential travellers based on location and profile. They will also create an online film using the same “Be Bound for Glory” style in which it tells the story of how Virgin Trains helps a best man overcome his trepidations.

Manning Gottlieb OMD’s involvement in the campaign will target OOH landmarks sites such as the IMAX and M8 banner in Glasgow, plus standout print formats. This is supported by evolved AV planning, combining postcode-targeted Sky AdSmart, VOD, Cinema and terrestrial TV, as well as strong radio and digital activity.

The “Be Bound for Glory” ad can be viewed in full above.

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