Virgin makes direct moves

Virgin Atlantic has moved its below-the-line account out of MDBW and into KLP and increased its budget by 20 per cent.

Virgin Atlantic marketing manager Alison Copus says it moved out of the agency it has been with for two years because “We are facing an increasingly competitive environment and we thought we needed some fresh ideas”.

The business will stretch across all three Virgin Atlantic brands – Upper Class, Premium Economy and Economy and will include promotions and direct marketing to the travel trade, travellers and third-party alliances with the Freeway programme.

KLP picked up the business after a four-way pitch.

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