On 13 August, the Department for Transport were due to announce which company had won the West Coast Mainline franchise for the next 15 years. Win or lose, it was important that Virgin Trains communicates this to customers. I was tasked with coming up with a creative concept that would allow Virgin to communicate the decision through their online channels.
As Virgin Trains wouldn’t have known whether they had won or lost the bid until 13 August I needed to come an idea that would work in both scenarios. The creative was themed around milestones Virgin Trains had achieved through 15 years of running the train service.
Below you can see some of my ideas for a mobile optimised ‘skinny’ version of the email, final HTML email and Facebook graphics.