Virgin Trains is making travel even more affordable this summer with a seat sale that started on Tuesday June 30. One million tickets are on sale across the network, across Standard and First Class. krow created a distinctive campaign with a typical Virgin twist. Because Virgin Trains’ sale seats are as tempting as a mouth-watering ice-cream on a hot summer’s day, krow brought this to life with a model of an irresistible lolly in the shape of a Virgin Trains’ seat, and named the sale the Bite Me Baby Seat Sale.

The campaign broke on Monday June 29 and will run ATL in digital OOH, press and radio across key cities, including London, Manchester, Birmingham and Glasgow. The campaign will be supported digitally and also include experiential ice-cream giveaways with branded napkins across high-footfall areas in central London.

Nick Hastings, creative founder at krow said: “We wanted the sale to feel as exciting and welcome as an ice-cream van’s jingle, and for the ad to have the kind of sassy cheek that characterises the Virgin brand.”

Lizzie Maber, Advertising and Promotions Manager at Virgin Trains, said: “The summer months are all about getting out, enjoying the longer days and spending quality time with family and friends, and our customers can do just that for less. We’re excited to be releasing one million discounted tickets and expect to see them snapped up fast!”