Virgin Trains Ticketing

Virgin Trains Ticketing is a new rail retail company that brings together great value train tickets and the customer rewards of Virgin Red.

After working with the Virgin team to create a tone of voice for Virgin Trains Ticketing, they approached us to write all the words for their all-singing, all-dancing mobile app. Central to the brief was the requirement to make rail travel more rewarding for customers.

We worked with the developers and brand team to create copy across sales journeys, customer service comms, and ticket type descriptions. We even learned how to use the vector graphics editor Sketch, so that copy could be dropped straight into the working designs.  

Crucially, we needed to balance the brand's tone with the approved and regulated language required for rail retail. That meant smoothing out sentences to avoid confusion, triple-checking our facts, and putting a little Virgin spin on the language where we could.

Most importantly of all, our words needed to make rail travellers’ lives that little bit more fuss-free every time they visited the app.

How did better words make better work?

By bringing together the UX expertise of the Virgin Trains Ticketing team and our own digital copy knowledge, we were able to help build an app that makes train travel much more rewarding. In fact, 82% of customers who used the Virgin Trains Ticketing app went on to sign up for Virgin Red.

All case studies