Virgin Atlantic signals break with heritage with new ad agency

Virgin Atlantic is to work with adam&eveDDB on a global vision and UK marketing strategy after ending its 20-year relationship with Rainey Kelly Campbell Roalfe/Y&R. 

virgin atlantic
Virgin Atlantic has named adam&eveDDB as its new lead ad agency

The airline, which came under the control of US carrier Delta after the latter bought Singapore Airlines’ stake in December 2012, has worked with Rainey Kelly Campbell Roalfe/Y&R for 20 years.

Television and cinema advertising campaigns have focused on making the cabin and ground crew staff the glamorous heroes of iconic campaigns. The current strapline “Flying in the face of ordinary” was also introduced in December 2012.

The airline’s global marketing team is based in the UK and will work with adam&eveDDB team “to set the global creative vision and to develop marketing and advertising strategy in the UK”.

Reuben Arnold, director of brand & customer experience at Virgin Atlantic says: “We were really impressed with the level of commitment and thinking demonstrated by all the agencies. However, adam&eveDDB managed to win through with the quality of their creativity, their vision for the brand, as well as the strength of their team.”

AdamandeveDDB was named Marketing Week Engage Awards Agency of the Year in May.

The airline will continue to work with RKCR/Y&R on projects that are currently in progress and to help a smooth transition. The Y&R networks will continue to represent the Virgin Atlantic brand outside of the UK and remain unaffected by the appointment of adam&eveDDB.

Virgin Atlantic and Delta launched their first joint marketing push to market each other’s transatlantic flights in May, via experiential activity backed with the line “Great minds fly alike”.

Virgin Atlantic’s existing agency partners include Naked Communications and Manning Gottlieb OMD.

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