New campaign: Virgin Atlantic launches luxury wing

Virgin Atlantic is running a £1m campaign to support the launch of its Upper Class Wing at London Heathrow’s Terminal Three, which will open on November 2.

The airline claims the wing will be “the world’s fastest check-in” and the campaign will feature the strapline: “From limo to lounge in ten minutes”.

The advertising push, created by Rainey Kelly Campbell Roalfe/Y&R, will cover online, outdoor and print. It will run from October 22 and highlight the speediness of the wing’s check-in process. Virgin Atlantic will provide a security and passport channel for its passengers.

Ads will initially appear on major roads in London and on the M4, while print ads will run in national newspaper supplements, with weeklies carrying three consecutive pages. Each page will carry the individual straplines: “Fly through check in”; “Whizz through security”; and “Lounge in our clubhouse”.

The airline will run ads in business and financial publications with the strapline: “From limo to lounge in ten minutes”. Online activity will feature on ft.com and economist.com.

Virgin Atlantic sales and marketing director Paul Dickinson says the design and time-saving element of the wing will make it popular with business travellers.

The carrier is also teaming up with environmental charity We Are What We Do to launch a book, Change the World From 30,000 Feet. This encourages consumers to alter their behaviour and be kinder to the environment (MW September 20).