Virgin Atlantic is launching a brand campaign in the New Year celebrating its 25 years in aviation. The tone of the advertising is understood to be positive and “celebratory” in stark contrast to the gloom felt by the travel industry.
It is thought that the campaign, expected to launch in January, will reflect on Virgin Atlantic’s history and heritage. During its quarter of a century it has brought innovations to the industry such as the first in-seat video screens to its status as the first and only long-haul rival to a major European national carrier.
The high profile brand-focused campaign is likely to run across a number of media platforms, including TV and press.
Sources suggest that Virgin Atlantic president Sir Richard Branson (pictured) is unlikely to appear. Sir Richard is known for his publicity-grabbing “stunts” around Virgin Group launches and anniversaries but has not starred in Virgin Atlantic’s advertising for a number of years.
It is also unlikely to feature celebrities, despite Virgin Group companies extensively using them in the past.
Virgin Atlantic’s advertising agency is RKCR/Y&R, while media planning and buying is through Manning Gottlieb OMD. Much of the airline’s recent advertising has been around issues such as campaigning against the mooted British Airways/American Airlines tie-up.
News of the campaign follows a similar initiative planned by Adidas to celebrate the 60th anniversary of it registering its famous three stripes mark (MW November 26).
Virgin Atlantic denies it is planning any marketing activity in the New Year. The airline officially celebrates its 25th anniversary on June 22 next year, when a bigger programme of events is likely to break.