Virgin Atlantic Airways has announced the launch
of its new US marketing campaign, Love from Above.The new campaign builds
on the airline’s history of unparalleled service and innovation on behalf
of the traveler, including the newly unveiled Premium Economy cabin, which
is now featured on every flight from the US.
The campaign challenges travelers’ expectations of air travel with
questions such as ‘Shouldn’t a seat recharge more than your laptop?’ and
‘Shouldn’t Flying Be Art?’ while conveying the friendly service that has
differentiated the airline since its inception.
“For 24 years we’ve approached flying differently, treating our
passengers like guests and innovating on their behalf. In recent years
we’ve been known for the distinctive features in Upper Class, such as the
complimentary limo service and onboard bar. Love from Above reminds
travelers we deliver a phenomenal experience regardless of where they sit
on the plane,” said Aimee Young, head of brand and advertising, Virgin
Atlantic North America.
The campaign represents a new direction for the airline’s advertising,
introducing a highly visual red and purple art direction designed to infer
both style and whimsy, with an eye-catching paisley pattern suggestive of
iconic British design.
Developed with their agency of record, McKinney, the campaign will be
rolled out in online and out of home executions in the 10 major
metropolitan markets in which Virgin Atlantic operates to London including
New York, Chicago, Los Angeles, Boston, Washington, DC, San Francisco,
Miami, Orlando and Las Vegas.
David Cook, McKinney Group Creative Director on the account, stated:
“Throughout the industry, travelers are being inundated with the same
messages. Across the board, they see price ads or are constantly reminded
of how bad air travel is. Love from Above is the direct opposite of all
that. Since we can’t get everyone into the plane, we decided to celebrate
here on the ground what makes Virgin Atlantic unique, and spread the love,
so to speak. Traveling doesn’t have to be a boring, stuffy affair and Love
from Above helps Virgin Atlantic connect with people who see travel the
same way they do.”
Love from Above took flight with a 2-week experiential launch that
brings the in-flight experience to the ground in New York City and Chicago.
London landmarks projected throughout the skylines of both cities invite
the target to the company’s first ever WAP site, http://LoveFromAbove.mobi,
which is accessible by any cell phone or smart device equipped with an
internet browser. On the site, one can learn more about the complimentary
taxi rides in wrapped London cabs, British pub events, and free movie
passes designed to convey the surprises travelers experience onboard. The
launch will culminate on Valentine’s Day with a surprise for busy New
Yorkers, Chicagoans, and Virgin Atlantic passengers.
Around the world, the Virgin brand stands for a better choice at a
better value. Consistently challenging industry norms, Virgin Atlantic
offers services that exceed customer expectations while providing
outstanding value. The Love from Above campaign seeks to spread the Virgin
Atlantic experience from 35,000 feet to the streets of New York and
Chicago, reinforcing Virgin Atlantic’s reputation for value, innovation and
service in a time where consumers are seeking just that.