To engage and convince an important intermediary audience - travel agents - to recommend Virgin Trains First Class travel to their customers over other modes of transport.

This campaign has only just mailed, but early indications are very positive. Compliments are flooding in.

Everybody loves being complimented on a job well done and knows that a happy customer is a loyal customer. So we cheekily sent three ‘thank you’ letters to travel agents, written by alleged customers (a flambouyant designer, a no-nonsense businessman and a posh solicitor), complimenting the agent on their ‘recommendation’ of Virgin Trains First Class. Each letter uses the tone, language and stationary befitting the individual writer. A follow-up letter arrived the next day reinforcing why a Virgin Trains First Class experience leaves customers ecstatic.