To dramatise how an upgrade to first class represents great value for money, business travellers were sent an expense claim form upon which all the food, drink and services that they get in first class is shown to cost absolutely nothing.

Early indications are proving this campaign to be a resounding success. With a current conversion rate of 7.15%, it has already acheived an ROI of 8:1. Further success can be measured by the fact that our responders on average have generated an extra 25.9% revenue for Virgin Trains compared to the control cell.