Our challenge was to dramatise the fact that Virgin Trains are better for the environment than cars or domestic flights – making Virgin Trains the greener way to travel. Our target audience, travel agency managers, know that their customers (mainly business travellers) are increasingly concerned about reducing their carbon footprint – so highlighting that Virgin Trains emit up to 76 per cent less CO2 was more relevant than ever before. In addition, the direct mail piece needed to be quick in order to have cut-through with travel agency managers, and, of course, be as environmentally friendly as possible, in order to support Virgin Trains’ green credentials.
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