Direct choice: Virgin Trains

by Shaun Moran, Creative director, LIDA, Marketing 19-Feb-08

I am often heard banging on about the virtues of a simple, well-executed idea. When I'm not, I'm banging on about the need to do things in mail that you can't do in any other media.

That is why I enjoyed this mailing for Virgin Trains so much. It
comprises a letter in a clear poly outer, which means you can read it
without opening it; a pretty neat idea. The letter begins by explaining

that the most important reason to recommend Virgin Trains is the

atmosphere (the one around us). It backs up the claim with the facts
that a Virgin Pendolino train emits up to 75% less CO2 than a car or
domestic flight and, somehow, returns power to the National Grid each
time it brakes. It goes on to add that the brand is not only greener, it
also offers good value.

The letter demonstrates the point beautifully as all the words are
punched out, as if written in fresh air. It is simple to understand,
with good attention to detail.

It also illustrates that you can do something in mail that would be
tricky in press, rather difficult on a poster and impossible online. It
is a shining example of how a good idea does not necessarily need a huge
budget - something else I tend to bang on about.

Agency: Craik Jones Watson Mitchell Voelkel.