SOUTH NORWALK, Conn., Oct. 1 /PRNewswire/ -- Virgin Atlantic Airways today launches its first-ever global TV advertisement as it looks to strengthen its recovery from recession and reinforce the airline's 'it' factor. The airline will be airing the $9m TV advertisement for the first time ever, in cities across the U.S., including New York, Los Angeles, Washington D.C., San Francisco and Boston and in the United Kingdom.
Featuring the tag-line 'Your airline's either got it or it hasn't,' the ad takes the viewer on a metaphorical flight with Virgin Atlantic, guiding them through a surreal and glamorous world of the airline's iconography and dramatizing how it feels to fly with Virgin Atlantic to London. Also featured in the advertisement are Virgin Atlantic cabin crew, showcasing their uniquely engaging service style and bringing a sense of humor to the ad, qualities inherent to the airline's brand.
The :30 and :60 second U.S. TV ad has been created by RKCR/Y&R, and follows the award winning success of the airline's 'Still Red Hot' 25th birthday campaign last year which was listed as one of the top ten marketing moments of 2009 by the U.K.'s Campaign magazine.
Audiences in five U.S. cities can tune in to see the global TV spot during Major League Baseball's ALCS and NLCS playoff games beginning the week of October 11th through the week of November 1st. The :30 and :60 second spots will air over 50 times until the conclusion of the MLB World Series.
Chris Rossi, Senior VP of North America at Virgin Atlantic said:
"For the first time in 10 years, we're enthusiastic to introduce to the U.S., our new global TV advertisement. The spot captures the spirit of the brand with its dynamic energy and unique way of showcasing our award-winning services and products, from complimentary ice cream to our individual Upper Class Suites. This piece will resonate with our current fan base and underline why they continue to fly on Virgin Atlantic, while simultaneously, exciting those travelers who are looking for a flight experience that offers more."
Mark Roalfe, Chairman & Executive Creative Director of RKCR/Y&R said:
"This film dramatizes all the elements of the Virgin Atlantic brand, but does so in a style that only an airline like Virgin Atlantic would ever do – encapsulating the essence and 'it' factor of the brand which sets it apart from its competitors."
The campaign is accompanied by the soundtrack 'Feeling Good' by awarding-winning band, Muse. This is one of the rare times Muse, an English alternative rock band, has licensed a soundtrack for use in advertising.
The soundtrack of 'Feeling Good' plays an integral element in the campaign and helps reinforce the feel good factor of flying with one of the world's leading airlines to London. Muse's version of 'Feeling Good', originally made famous by Nina Simone, has recently been voted the greatest cover version of all time in a poll on NME.com.
Paul Dickinson, Director of Sales and Marketing for Virgin Atlantic said:
"We are delighted to be working with Muse. The track 'Feeling Good' says both in its lyrics and tonality what we want to express about the experience of traveling with us - fly with Virgin Atlantic and you'll feel amazing and return time and time again. It's also a dramatic track which we believe perfectly highlights our epic visuals."
Ali Johnson, Senior Director, Synch & Licensing, Warner Music U.K. says:
"The ad will reach millions of people around the world, showcase a truly brilliant version of a classic song and extend Muse's massive global audience. Muse's inimitable sound lends a dramatic atmosphere to the clever creative".
The $25 million global ad campaign, "Your airline's either got it or it hasn't" first launched in May with the introduction of the U.S. print ads and online advertising. The seamless new style and feel of the brand is represented across all media platforms on a global scale and the TV campaign is the latest component.
- Client – Breda Bubear, Paul Dickinson, Virgin Atlantic
- Executive Creative Director – Mark Roalfe
- Planner – Emily James
- Global Business Director – Vicky Jacobs
- TV – Pip Bishop, Chris Hodgkiss
- TV Producer – Jody Allison
- Directors – Traktor
- Producer – David Stewart @ Partizan
- Post-production – MPC
- Media planned and booked by MGM OMD
For further information please contact the Virgin Atlantic Press Office at (203) 750-
2570 or log onto www.virginatlantic.com.
About Virgin Atlantic: Since it was founded in 1984, Virgin Atlantic Airways has become one of the world's leading airlines. Now based at both London's Gatwick and Heathrow airports, it operates long haul services to thirty destinations world-wide as far apart as Las Vegas and Shanghai. Virgin Atlantic has enjoyed huge popularity, winning top business, consumer and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently sought to follow. Despite Virgin Atlantic's growth the service still remains customer driven with an emphasis on value for money, quality, fun and innovation. Virgin Atlantic currently has a fleet of 38 aircraft. For further information please contact: Virgin Atlantic Press Office on (203) 750-2570 or log onto www.virginatlantic.com.
SOURCE Virgin Atlantic Airways