Virgin launches ad campaign for premium

9th Nov 2006

Virgin Atlantic is launching its first Premium Economy advertising campaign for four years to mark the arrival its new seat and new onboard service, which includes a new meal service and dedicated cabin crew.  The campaign will be spearheaded by a cinema commercial, Virgin Atlantic’s first for five years, which will run in cinemas in London and the South East from 17 November for ten weeks.  Print advertisements will also run in newspaper supplements and a variety of monthly magazines and business titles from November. 

Breda Bubear, Head of Advertising and Communications for Virgin Atlantic, commented:

“This new £2m advertising campaign signals Virgin Atlantic’s return as the industry leader in the Premium Economy market.  We recognise how key this large and growing sector of the market is and this campaign is aimed at informing consumers about the benefits the product offers, particularly the extra comfort and space. 

“Passengers in Premium want more space and a more business class orientated service and so these new developments, along with the new seat, help to achieve that goal. This campaign will prove that the product is streets ahead of the competition.”

All the advertising is based around the theme that the new Premium Economy cabin offers you “a lot more space for a little more money”. The cinema commercial opens on a packed cinema and focuses on a viewer who is looking disgruntled by all the people around him encroaching on his space.  Then the whole cinema transforms, turning itself into the luxury of the Premium Economy cabin to the pleasure of our hero with a voiceover “wouldn’t it be nice to have a bit more space to enjoy the movie”.  The print advertising campaign features shots of the Premium Economy cabin and uses double page spreads in glossy magazines to really help capture the sense of space and comfort that the new seat offers (while the copy reminds you that it is still very affordable.)


David Golding, Planning Director for Rainy Kelly Campbell Roalfe Y&R, commented:

“Communicating the refreshed premium economy cabin is a great brief for any creative agency.  It’s a fantastic new product that offers passengers comfort and space whilst remaining excellent value for money.  Just one look at the new seat and you know it’s something special, so all we had to do was bring to life the feeling of stretching out, with the reassurance that you wont be stretching your wallet in the process.”

In September Virgin Atlantic announced it was introducing a new, wider leather seat and would be introducing new services onboard to further improve its lead over its competitors in the premium economy market.  The new leather seat features enhanced ergonomics for improved comfort.  It also features a dual position footrest, lumbar support, adjustable headrest with wings, and a redesigned tray table. All seats provide passengers with lap top power.  It is currently being rolled out across the fleet and combines a 38” seat pitch with a width of 21”, which is wider than BA’s existing Clubworld seat and around 3” wider than other airlines’ Premium Economy products. 

From 22 November passengers travelling in Premium Economy will enjoy a new meal service which will include different food from the Economy cabin which will be served on crockery and passengers will be provided with metal cutlery.  Virgin Atlantic has also introduced dedicated crew to ensure that passengers receive a bespoke and attentive service through their journey.

Virgin Atlantic’s Premium Economy passengers already benefit from many dedicated services when they travel on Premium Economy which include a dedicated check in, a separate cabin, priority boarding, priority duty free and quicker baggage reclaim and a dedicated toilet on the majority of aircraft. They also receive a pre-departure drink and post dinner liqueur. 

Virgin Atlantic was the first airline to come up with the concept of a Premium Economy class.  It was first introduced in 1992 as Mid Class, a service aimed at the cost conscious business traveller who for budgetary reasons travelled economy but still required extra space in which to work or relax.  The product was rebranded as Premium Economy in November 1994.  Today it is favoured by business and leisure passengers alike who want more flexibility, space and comfort.  This year Virgin Atlantic won the Best Premium Economy Award at the Business Traveller Awards.


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