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  • Vogueing
  • VAA - Wing

Your Airline's Either Got It or It Hasn't

Client: Virgin Atlantic
Brand: Virgin Atlantic Airways

Background & Challenges:

It’s 2010 picture the scene.

The aviation industry is faced with the threat of a double dip and the ongoing menace of terrorism. An Icelandic volcano grounds aircraft for days, the repercussions of which are felt by consumers for weeks and by airlines for months.

Business people are getting used to doing business from the ground and leisure travellers to tightening their belts and staying at home. Flying is suddenly a non-essential luxury, the market is commoditised with price discounting devaluing brands.

Virgin Atlantic steels itself for a difficult year and focuses on using its brand to help reinvigorate its business. It realigns all its local relationships into Y &R globally and prepares to charm passengers back into the skies.

The challenge set for RKCR/Y&R was to get people to love flying again, get them flying Virgin Atlantic again and get them willing to pay a premium for it.

Strategy:

The platform ‘love to fly’ gives birth to the multi channel campaign Your airline’s either got it or it hasn’t’, which implicitly contrasts Virgin Atlantic’s experience with that its competitors.

Creative Solution:

Confident sexy imagery puts glamour back at the heart of air travel.

The TV spot heroes our crew, using cinematographic references and surreal airline iconography to take the viewer on a metaphorical journey and dramatise how it feels to fly Virgin Atlantic.

Stunning photography and witty headlines showcase product benefits and the microsite shines a stylised light on product experience across all cabins to accentuate the difference of Virgin Atlantic.

Executed with the wry tongue-in-cheekness that defines the Virgin Atlantic brand.

Results:

Since the launch on October 1st, brand buzz has again escalated, as over 60 separate articles are written on the campaign globally. The TVC has been viewed online 397,559 times. YouTube views are at 300,000+ across 16 separate uploads.  TV persuasion scores amongst highest ever seen from any brand.  Upper Class persuasion scores at 83%.  Active behaviour at 69%, acting to book at 38%.  Economy value perceptions at highest ever level, with efficiency increases of x 4.  Early figures suggest that business performance is exceeding forecasts for 2010/11.

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