Virgin Atlantic has launched its first ever global TV advert, as it looks to strengthen its recovery from recession and reinforce the airline’s ‘it’ factor. A £6m ad campaign includes TV and cinema ads in the US and UK.
With the tag line ‘Your airline’s either got it or it hasn’t,’ the spot takes the viewer on a metaphorical flight with Virgin Atlantic, guiding them through a surreally glamorous world of the iconography of the airline and the dramatization of what it feels like to fly with Virgin Atlantic to London. In commercial also appears Virgin Atlantic cabin crew, showcasing their uniquely engaging service style and bringing a sense of humor to the ad, the inherent qualities of the brand of the airline.
The ad launches in cinemas in some parts of the UK today (Friday October 1st) and will be shown on TV from Sunday October 3rd. In the USA, it will be live from October 10th in New York, Los Angeles, San Francisco, Washington DC & Boston. The airline’s debut TV advertising in the US will air during the major league baseball playoffs.
Created by RKCR/Y&R, the campaign features a series of surreal vignettes designed to highlight the experiences of flying with the private airline, accompanied by ‘Feeling Good’ by Muse on the soundtrack. The soundtrack of ‘Feeling Good’ plays an integral element in the campaign and helps reinforce the feel good factor of flying with one of the world’s leading airlines to London.
The campaign is Virgin Atlantic’s first cinemas activity since 2006.
Chris Rossi, Senior VP of North America at Virgin Atlantic said:
“For the first time in 10 years, we’re enthusiastic to introduce to the U.S., our new global TV advertisement. The spot captures the spirit of the brand with its dynamic energy and unique way of showcasing our award-winning services and products, from complimentary ice cream to our individual Upper Class Suites.”
Paul Dickinson, director of sales and marketing for Virgin Atlantic, said: “Our objective in producing this TV ad was to bring to life the ‘it’ that makes Virgin Atlantic such a special and unique airline.”
Clients: Breda Bubear and Paul Dickinson, Virgin Atlantic
Executive creative director: Mark Roalfe
Creative team: Pip Bishop and Chris Hodgkiss
Planner: Emily James
Global business director: Vicky Jacobs
TV producer: Jody Allison
Producer: David Stewart, Partizan
Media agency: MGM OMD