Virgin Trains railroaded into review

Virgin_TrainsVirgin Trains has kicked off a review of its digital and CRM account, as part of a tender process sparked by the extension of the rail company’s franchise.
The account is currently spearheaded by Elvis, with sister agency Dare providing advertising support. The agency has handled the business since 2009 and deputy managing director Tanya Brookfield claims it is “relishing the challenge of the review”.
Virgin Trains head of marketing Danny Gonzalez said: “Following the terms of the DfT West Coast franchise extension to 2017 and an obligation to be an efficient operator, we have called a review of our ad, digital and CRM partners.
“This will help us ensure we are getting the best possible services and value for the business. The work produced by Elvis and Dare over the last five years has led to strong revenue results for us.
“The franchise extension, however, gives us an opportunity to determine the brand’s continued development and growth for the next three years.”
Elvis’ Brookfield added: “This is an exciting time for Virgin Trains. The recent bid extension coupled with the latest ‘Fly Virgin Trains’ brand campaign gives Elvis and Dare a great foundation to focus on the future development of the brand. We relish the challenge of the review.”

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  1. RT @DM_editor: Elvis and Dare ‘relishing’ Virgin Trains CRM and digital review #datamarketing #directmarketing #digi…

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