Virgin Atlantic Airways Launches Brand's First-Ever Global Advertising Campaign

New Campaign Embarks on Defining The Intangible

May 18, 2010, 13:27 ET from Virgin Atlantic

SOUTH NORWALK, Conn., May 18 /PRNewswire/ -- Virgin Atlantic Airways, one of the world's leading long-haul airlines, announced today the launch of their first-ever global marketing campaign, "Your Airline's Either Got it or it Hasn't."  

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The new campaign, launching first in the U.S., stems from the roots Virgin Atlantic was built on – a passion for flying and challenging the norm to give travelers a unique and unforgettable flight experience.  Reaffirming Virgin Atlantic's belief that flying should be a pleasure, not a chore, the campaign line, "Your Airline's Either Got it or it Hasn't" encourages passengers to compare their flying experiences and asks "does your airline have 'it'?"  'It' represents what makes flying Virgin Atlantic great, from complimentary car service on all four legs of the journey to moving from curb to Clubhouse in under 10 minutes at Heathrow's Upper Class Wing, to a fully flat bed with your own aisle access.  These are just some of the ways that separate Virgin Atlantic from the rest, and as one ad proclaims, Virgin Atlantic is "Je ne sais quoi. Defined."    

Chris Rossi, Senior Vice President, North America, Virgin Atlantic said: "Since our inception, we have approached flying in a unique way, and pioneered products and services that keep us ahead of the competition, all delivered at an incomparable value.  We've always listened to what our passengers beckon for – whether it is direct aisle access, complimentary car service, private security or an onboard bar, we strive to deliver a phenomenal experience that leaves our guests questioning why they would ever fly anyone else.  This new campaign drives home the difference between choosing to fly and choosing to fly on Virgin Atlantic.   Time and time again, our passengers keep coming back because we get 'it'."  

"Your Airline's Either Got it or it Hasn't" represents a new direction for the airline's advertising program, by moving to a single global campaign and creating a seamless look across all its global gateways. The rich style of photography features the product benefits of Virgin Atlantic's Upper Class Suite, Heathrow Clubhouse, complimentary car service and other elements that separate Virgin Atlantic from its competitors.  

The U.S. will be the first global market to fully launch the campaign, which was developed by the Virgin Atlantic global team and agency of record, RKCR/Y&R in the UK and Y&R offices globally. The campaign will then continue to move across the globe to all 32 destinations the airline flies.  "Your Airline's Either Got it or it Hasn't" will be first seen in the U.S. in consumer and lifestyle print publications, online banners, rich media, email, promotions, and events sponsorship.

To experience the Virgin Atlantic difference, the carrier has launched a new microsite at  

Virgin Atlantic:

Virgin Atlantic Airways, one of the world's leading long-haul airlines, was founded in 1984, and currently has 38 aircraft in its fleet. Virgin Atlantic offers service from 10 U.S. cities to London and onto a range of long-haul destinations worldwide.  From its main base in London Heathrow and Gatwick, Virgin Atlantic services destinations as far apart as Las Vegas, Tokyo, Delhi, Boston and Shanghai. Sir Richard Branson is the President of Virgin Atlantic; Steve Ridgway is the Chief Executive.  Even with Virgin Atlantic's continued growth, the service still remains customer driven with an emphasis on value for money, quality, fun and innovation, ensuring flying Virgin Atlantic is always an event.

SOURCE Virgin Atlantic