New campaign – Virgin Atlantic

Rainey Kelly Campbell Roalfe/Y&R has created a campaign for Virgin Atlantic to promote the airline’s Upper Class service to New York.

The press and poster campaign, “The Only Way to Fly NY”, comprises three executions featuring The Statue of Liberty. She is pictured in a Virgin Atlantic limousine, sipping a cocktail in the airline’s Clubhouse and asleep on board a craft in the Upper Class flatbeds.

It will appear on high-impact poster sites in London and in print titles including the Financial Times, Economist and Sunday Times, with experiential activity focusing around London train stations where human statues dresssed as Liberty will offer commuters promotional giveaways.

The campaign coincides with the 22nd anniversary of Virgin Atlantic’s inaugural flight to New York and the introduction of a sixth daily service from July.

Virgin Atlantic, one of only four airlines allowed to fly to America from Heathrow, has been in the headlines this week following an Office of Fair Trading raid on rival British Airways. It later emerged that Virgin had tipped off the OFT about alleged price fixing of BA flights.