Virgin Trains charged agency Pitch with promoting its sponsorship of X-Men: Days of Future Past, with a brief to give the campaign interest and longevity. Working with Virgin Trains and Twentieth Century Fox, Pitch designed a campaign to generate coverage and tie together the brand and the film.
Virgin Trains wrapped an 11-carriage Pendolino with the livery from the movie and actors Hugh Jackman and James McAvoy travelled to London Euston station to name the train before it took its first journey to Birmingham International.
Following the launch, Virgin Trains announced that it was renaming Wolverhampton station ‘Wolverine’ after Jackman’s character in the movie for a 24-hour period on 1 April. Departure boards and tannoy announcements at London Euston also changed.
The campaign attracted 120 pieces of press coverage and Pitch’s in-house social media monitoring tool measured that positive sentiment for Virgin Trains increased from an average of 62 per cent to 73 per cent online when profiled in conjunction with X-Men and Wolverine.