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Campaign Masterclass with Digital and New Media Award winners: Hope&Glory and Virgin Trains


12 Mar 2019





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Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.

Event Type: Member Event

Address: Hope&Glory, 71 Collier Street, London, N1 9BE

Event Overview

This month’s Campaign Masterclass is with both the winners of consultancy and In-house Digital and New media award: Hope&Glory and Virgin Trains.

Hope&Glory’s masterclass will focus on the campaign ‘Marie Curie lights up xmas’:

Charity Marie Curie cares for those living with a terminal illness - and their families - and strives to ensure they leave behind a legacy of positive memories. This message formed the heart of Hope&Glory's Marie Curie Lights Up Xmas campaign, which featured a 50 foot "memory-powered" Christmas tree that lit up as the nation shared positive memories of those they would miss this festive season.

Virgin Trains masterclass focuses on the campaign ‘#Avocard’:

Virgin Trains loves a bit of newsjacking. So when they saw the 26-30 railcard shortage trending on Twitter, they knew they had to act. Within four hours, they had launched their own temporary millennial railcard in the form of an actual avocado. This tongue-in-cheek reactive stunt took the internet by storm and quickly made the leap to traditional media, securing blanket coverage.

This joint masterclass will go through the award-winning campaigns from start to finish, running through the strategy and messaging. For Hope&Glory, how the campaign reached and resonated with all who visited in person, saw the coverage or interacted via social media. For Virgin Trains, how to launch an award-winning campaign at speed.

This event is worth 15 points in the PRCA CPD Programme.