Do you #Avocard?
This week saw the launch of the millennial railcard and due to typical British excitement and hype, it sold out in a matter of minutes. After turning 25 years old, we’re all stripped of our discounted rail fare and forced to pay full price (which isn’t the end of the world, let’s be honest) but this new initiative was sure to be a sell-out.
The government recognised the train travel needs of the middle-aged millennials (those currently aged 26 – 30) and hence, the Millennial Railcard was born!
However, due to apparent ‘unprecedented demand’ (did they really not see that coming?) thousands of millennials have been left empty handed after the new cards flew off the shelves like hot cakes. They produced 10,000 cards which sold out in a matter minutes.
Virgin Trains, the super savvy bunch, noticed this little window of opportunity and created a little PR stunt to bring some joy to the millennial masses.
The hip, trendy and cool generation have become known as ‘the sensible generation’ who are more focused on health, wellbeing and experiences, rather than wealth and partying (like their parents). They’ve also been heavily associated with avocados; the super fruit they love to smash on toast and even propose with.
So, in response to the total sell-out of the Millennial Railcard, Virgin Trains are offering ‘millennials’ the very same discount when they present an avocado upon booking their ticket. Sure.
The #Avocard scheme lasts for a week only and, whilst clearly an attempt to gain more passengers on its trains in lieu of the new rail card, it’s a bit of fun and it’s been picked up by the Metro, Evening Standard and Marie Claire to name a few.
Yes, it’s simple PR stunt and just for a laugh but has gained national coverage (helped by the fact they are Virgin of course) and it certainly brightens up the newspapers for a day or two!