To persuade Standard Class business travellers to trade up to First Class next time they travel on key Virgin Trains by tempting them with the new menu (the Great British Breakfast now with smoothies, fruit & yoghurts; traditional afternoon tea complete with sandwiches and cakes; and bistro-style meals of British Classics like fish and chips).To produce a memorable mailing that reinforces the Virgin brand edge.

It’s very early days for results, as we know from past campaign experience that the response curve post a successful mailing in this sector is a long one.Initial results from the first few weeks after our activity show that we’ve already achieved a conversion rate of 11.13% and generated income of more than £425k. And even at this early stage we’ve already driven incremental sales more than twelve times the value of our client’s investment – our 12.5:1 ROI is on track to get even higher.

When food is really good, you don’t want to leave any behind. So we sent customers a roll of kitchen foil with tantalising descriptions of the new menu actually printed on the roll of foil itself.The mailing leaves the recipient in no doubt – when travelling First Class this foil will come in handy as they won’t want to leave a single scrap of food behind.

The message includes a typically Virgin-style call to action - an invitation to Bring Your Own foil next time you travel First Class.