To cut through that inertia and stand out among the pile of mail they receive every day required a dramatic creative solution. We got noticed with our bold box, lively copy and unusual contents, which stood out among the usual sales literature updates. We invited travel agents to take the weight off their feet and slip into a soft pair of slippers to demonstrate the comfort and luxury their customers could enjoy if they upgraded to First Class on Virgin Trains for just a few extra pounds, by using the Business Advance First ticket.

It’s too early to measure ticket sales following this mailing, but feedback from our travel agents has been hugely positive, the novelty of being sent slippers at work making a big impact and enabling Virgin Trains to build on their relationships with this important audience.The Virgin Trains Client has been equally positive, believing this pack to cleverly combine the comfort and luxury of their First Class product with the quirkiness of the Virgin Brand.