Virgin Trains has deployed a dynamic, digital Out-of-Home campaign with JCDecaux to keep commuters up-to-date with its latest ticket prices.
The campaign, which went live on September 21st, is displaying live ticket prices from London King’s Cross to one of three specific destinations: Leeds, Newcastle or York.
The dynamic content is live on digital 6-sheets around major London stations until the 18th October.
As part of the campaign, an immersion zone within Victoria Station - the second busiest rail station in the UK - has also been created, featuring digital 6-sheets, floor media and wall wraps.
The wall creative features messages such as “Stand back world – coming through” and “Bound for glory,” and the digital 6-sheets display entertaining messages such as “Be daddy of the day out” as well as information on journey times and destinations.
Sandra Hernandez, Client Director, Talon Outdoor, said: “We’re thrilled to be using DOOH to facilitate Virgin Trains’ real time data in our planning for such an ambitious and creative campaign. Using the Victoria domination also allowed us to build on the master brand message, this was key in making train travel famous.”
Linear content informing commuters of the destinations and journey lengths for Virgin Trains will also be displayed on Victoria’s Transvision screens, digital 6-sheets in Edinburgh, as well on 6-sheets in York, and 48-sheets at Leeds Station.
The campaign was booked with JCDecaux by Manning Gottlieb OMD and Talon.
