The global campaign introduces a new strapline, “Flying in the face of Ordinary” in a bid to reinforce the airline’s added value positioning.
The RKCR/Y&R created TV spot tells the story of how the “special gifts” its cabin crew possessed growing up help them offer customers a “welcome splash of red in a weary world of grey”.
Outdoor and print ads highlighting cabin experiences though collaged photographs will back the TV spot. A content hub on the carrier’s website will include the stories of Virgin Atlantic staff who informed the TV spot.
Virgin Atlantic marketing director Simon Lloyd says: “We wanted to capture the essence of Virgin Atlantic with this new campaign and bring the glamour and fun back into long-haul travel. “Flying in the Face of Ordinary” is more than a marketing campaign; it is a powerful brand proposition and long term platform that will be reflected in all areas of the business from communications and marketing to product and service.”
The airline signaled a renewed focus on customer experience earlier this month when it recruited former Eurostar executive Reuben Arnold to the newly created customer service director role.
The launch of the spot comes just two weeks after Singapore Airlines sold its 49 per cent in Virgin Atlantic to Delta Air Lines for £224m. Virgin Atlantic founder Sir Richard Branson was forced to deny the deal spelled the end of the Virgin brand after Willie Walsh, chief executive of British Airways parent IAG, wagered the airline would disappear in the next five years.
Virgin Atlantic’s last brand campaign in October 2010 was soundtracked by Muse’s cover of “Feeling Good” and used the “your airline’s either got it or it hasn’t” strapline.