Brief

Virgin Atlantic Airways is launching an advertising campaign through Rainey Kelly Campbell Roalfe to promote its London-Johannesburg route, opening on October 2. The campaign is scheduled to run on

ITV and Channel 4 in the London area from July 7 to July 21, as well as in other ITV regions including Central and Meridian. It will be backed by a press and poster campaign. The push couples the Virgin colours of red and white with images of wild animals, following research which revealed that wild animals were the main association with South Africa.