This award winning campaign saw us tempt domestic business air travelers off planes and onto trains.

The new Pendolino trains allowed Virgin to run a faster and more reliable intercity service than has ever been offered before. It was time to start tempting business travellers off domestic flights and onto its trains instead. Virgin enlisted us to create an promotion to target business commuters between London and Manchester.

We decided the best way for business commuters to appreciate the benefits of train travel over flying, was simply to experience it for themselves. We convinced Virgin to offer air travellers a free trial. We then targeted business travellers on their way to or from a flight via our eye-catching ‘pharmacies’ on airport express train concourses. Our sassy, fake pharmacists gave out packets of ‘Plane Relief’ a spoof medicinal aid to weary air commuters. The prescription offered a free, first class weekday train ticket in return for a midweek boarding pass from the last month between London and Manchester.