Since 2001, Virgin Trains had suffered constant engineering work, meaning the reality of slow, frustrating travel saw a decline in customer favour. The introduction of a faster, more frequent service in 2009 was an opportunity to revive the company’s fortunes. Rather than develop a product-centric campaign extolling the benefits of the new service, a new strategy was created that focused on the emotional reasons for train travel. The campaign asked customers the question ‘Where do you want to be?’ with the suggestion that Virgin Trains will help get you there. It resulted in a turnaround for Virgin Trains, stimulating an incremental volume of 31% of new passengers, and improved loyalty from 45% to 59%. There was also a payback of £4.65 per £1 spent, a total of £18.65m overall.