Chiltern Railways - Mainline

When Chiltern Railways built their Mainline between London and Birmingham, the service provided a more relaxed and quintessentially English route to the capital. 

This however brought them into direct competition with their rival Virgin Rail. With just a fraction of the media budget, a cost-effective and highly versatile line-led campaign was created that gently knocked that most famous bearded entrepreneur. In addition to raising a few smiles among commuters, even Sir Richard saw the funny side, sending the odd goodhearted tweet himself.

This challenger brand mentality created work that was immediately recognisable, loved by all and picked up numerous industry accolades including Fresh and Cream awards for use of media, travel and leisure and copywriting.

Gold star surrounded by a laurel wreath on a black background
Gold star surrounded by a laurel wreath

Best Radio Ad

Best Campaign

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Gold star with laurel wreath around it.

Best Brand Indentity

Best OOH Campaign

Billboard advertisement for Chiltern Railways showing a train fare promotion, with the headline "A rise Sir Richard?" and a speech bubble saying "Anytime Return to London now 42% cheaper than Virgin."
A newspaper and a flyer, with the newspaper featuring headlines about a train franchise and a headline about better service than Banson, and the flyer advertising train services from Birmingham to London starting at £6 with free Wi-Fi.
Side-by-side comparison of two satisfaction survey result cards from Chiltern Railways, with one stating 'Sorry Mr Branson, but it's a popularity no-contest,' and the other saying 'The Which? Satisfaction Survey may leave you feeling blue Sir Richard.' Each card has a blue circular button at the bottom right with the text 'Try Mainline today and find out why.' The cards have a simple blue and white color scheme, and text in a professional font.
An airport escalator with a sign that reads apologies for claims on the escalator advertisement. The sign comments on a light-hearted, humorous basis about Virgin's fares and Chiltern Railways.
Large billboard on a building with the text 'Still a Virgin?' and an advertisement for children's fast nappy service from Mainline Missles.
Billboard advertisement for train fares from Chiltern Railways, displaying the price from £158 to London with a message about Virgin passengers and train return prices, under a partly cloudy sky.
Advertisement for Chiltern Railways promoting space travel in a playful manner, with text stating 'You can travel in space any time Sir Richard' and 'More legroom than any other Birmingham to London train service', featuring a speech bubble saying 'Try us today' and the Chiltern Railways logo with the tagline 'Nice & fast'.
Advertisement for Chiltern Railways showing that they offer the fairest fares, including a specific fare of £158 for a Virgin train and £95 for Chiltern Railways. It mentions travel from Birmingham to London Marylebone in 94 minutes, with the slogan "Nice & fast."
Advertisement for Chiltern Railways featuring a ticket offer for £158 to London, highlighting the low fare, with travel details and a blue circular badge promoting 40% savings when going to London.
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