Virgin Trains - The Long Term Influence of Brands

In 2001, Virgin trains started life as a poorly-regarded challenger in an unloved sector. However, through high-achieving campaigns and customer orientated brand enhancements, Virgin Trains went on to transform public opinion to the extent that, when they lost the West Coast franchise in 2012, the public fought alongside the business to overturn the government’s decision. The brand loyalty responsible for the public’s support delivered demonstrable revenue and social benefits.