Virgin Atlantic is considering running a national press campaign later this week poking fun at the coverage rival British Airways (BA) has received for the launch of its new Club World “beds”.
After the launch of the beds on Monday, BA chief executive Willie Walsh was pictured in the press leaning back in his “next generation z-be”, which BA claims is 25% wider and offers more privacy and entertainment options than before.
But as Marketing Week went to press, Virgin was preparing to launch an ad claiming that BA’s offering is not a bed but a seat, when compared to Virgin’s business class bed.
The airline claims that its business class beds are more than half a foot longer than BA’s six foot six offering.
Referring to the pictures of Walsh, the planned strapline of one execution of the Virgin ads is: “One Willie that is definitely short of a few inches”.
BA’s £100m investment in Club World (MW February 23) is part of an investment programme in the airline’s premium products, and the beds will be rolled out across the fleet over the next 18 months.
A spokesman for the airline claims the bed permits a z-shaped position that allows the body to assume a position similar to that in zero gravity.
The beds also feature an electronically operated privacy screen, a laptop locker where customers can stow electronic items as well as a small bag and shoes, and an entertainment system that allows passengers to pause, stop, fast forward and rewind films and TV programmes.