The marketing campaign, which introduces the road ‘See the world in another way’, attracts on Virgin Atlantic’s heritage of difficult the established order and recognising that the journey business is getting into an thrilling new period after the disruption introduced on by the pandemic. This primary part of the marketing campaign will champion the “wealthy individuality of the airline’s folks and clients,” as Fortunate Generals places it. The concept builds on analysis displaying that travellers discover most airways’ crew to be impersonal of their service, whereas Virgin Atlantic’s will be their “true selves” on board and on the bottom. “They do not observe a script and are seen to supply a extra private contact,” explains the company.
The marketing campaign launches with a 60-second TV advert, directed by Ben Strebel at Biscuit. The movie focuses on a gaggle of charismatic characters at an airport and aboard a cutting-edge A350-1000 aircraft. Prospects and crew joyfully do their very own factor, set to the music I Am What I Am – a observe made well-known by Gloria Gaynor however reinterpreted right here by breakthrough Jazz/Soul artist Woman Blackbird.
A print marketing campaign accompanies the spot, made up of superbly wealthy pictures by Nici + Karin of Virgin Atlantic crew and clients, with traces championing their individuality. These embrace a assured businesswoman saying ‘I’m my very own captain’, a household arriving for his or her vacation saying ‘A crew like no different’ and a feminine Captain with the road ‘Born to fly’.
“On the core of our enterprise is the understanding that all of our folks will be themselves at work and that they belong,” says Shai Weiss, Virgin Atlantic CEO. “They really are the factor that units us aside and why clients select to fly with us. We all know that the touchpoints that matter most and the experiences that differentiate Virgin Atlantic are pushed by our folks, and that is why it was so essential they’re on the coronary heart of this marketing campaign.”
Fortunate Generals founder Andy Nairn provides: “It is a dream temporary for us. One of the iconoclastic manufacturers on this planet, with a real need to do issues in another way. It is nice to be off the runway, and now we’re trying ahead to all of the thrilling locations we are able to go together with this concept.”