Under the headline “BA combats Virgin with First Class work” tomorrow’s Marketing magazine announces that BA will launch its first First Class marketing campaign for several years in response to Virgin Atlantic’s award winning new product - the Upper Class Suite.
Commenting on the news Sir Richard Branson, chairman of Virgin Atlantic said today;
“We`re delighted that BA is fighting back against Virgin Atlantic’s Upper Class Suite with its first new First Class campaign in years. It shows clearly that BA and its passengers have accepted that Virgin Atlantic’s new Upper Class Suite is a First Class product - at a business class fare - and BA is desperately trying to stop it`s First Class passengers switching to Virgin.
“By charging the same as other airlines’ business class for this first class product, Virgin Atlantic’s new Upper Class Suite is attracting BA’s former Concorde passengers and other airlines’ first and business class passengers in droves.”
Virgin’s new Upper Class Suite consists of a reclining leather seat for take off, a place to sit and eat a proper meal opposite your partner, the longest fully flat bed in any class with a proper mattress for sleeping on, a private onboard bar to drink at with your friends, a private massage room and four limousines per return trip - all at a price thousands of pounds less than BA’s First Class.
The new seat is 2” wider than British Airways’ First Class seat and the bed is at least 3.5” longer, 13.5” wider in the all-important shoulder area and 3.5” wider in the lower bed area.