Dramatise that Virgin Trains are better for the atmosphere than cars or domestic flights, since Virgin Trains emit up to 76% less CO2. In addition, create a direct mail piece that’s as environmentally friendly as possible, in order to support Virgin Trains’ green credentials.

A simple letter, with a twist. Each word was written in the very air Virgin Trains aims to protect (thanks to laser-cutting), and sent out to travel agency managers. By ‘printing’ each word ‘with air’ (instead of ink), the attention of the target audience was quickly focused on the most important reason to recommend Virgin Trains: the atmosphere.

This innovative approach enabled Virgin Trains’ green credentials to stand out on travel agency manager’s desks, and helped the Virgin Train team have more constructive conversations with their key trade contacts.