A combined advertising campaign is being introduced by Virgin Trains covering both the east and west coast franchises for the first time.
The first adverts will be screened on Saturday during The X Factor and on Sunday during Downton Abbey, and will run until November 15.
The ad, with a strap line ‘Be Bound for Glory’, tells the story of a young man who is meeting his girlfriend’s family for the first time travelling on a Virgin train.
Print and outdoor ads include taking over the IMAX at London Waterloo between September 21 and October 4 and London’s Holland Park roundabout.
The campaign is the first time the two rail franchises have worked together in this way.
Virgin Trains West Coast marketing director, Katie Knowles, said: “This campaign is fundamentally about how our amazing Virgin Trains experience enables our customers to be ready to take on the world.
“We know people travel long distances for important things, so we want to show people really ‘nailing it’ when they arrive.”
Her East Coast counterpart, Danny Gonzalez, said: “Whilst we’re technically two separate businesses, we are all part of the Virgin family.
“By combining under one masterbrand for this campaign we want to show that, whichever line you travel on, you will still receive the same customer service, comfort and speed for which Virgin is renowned, and wherever your destination, we’ll get you there ready to take on the world.”