Virgin Atlantic Airways is to launch a new Upper Class ad campaign. Posters will run in London and the South East from 12 September for two weeks supported by strip ads in the broadsheet national press and business titles such as The Economist, Time and Newsweek.The poster campaign has been produced by Rainey Kelly Campbell Roalfe/Y&R and will consist of three ads - all reinforcing the benefits of Upper Class, together with enhancements to the Clubhouse at Heathrow.
The first ad is entitled ‘Pimp my Lounge’ and is supporting the launch of the first phase of Virgin Atlantic’s new £11m flagship Clubhouse at Heathrow which opened in August. The Clubhouse’s centrepiece is a spa, which will set new standards for the industry with the first spa pool, steam room and sauna in an airline lounge. There is also a new Bumble & bumble hair salon, Cowshed Spa treatments and even a St.Tropez tanning salon.
The Upper Class Suite is the most impressive, innovative product on the market providing our passengers with the best night’s sleep on board an aircraft. The second of the three posters conveys this in the most direct way possible with the “50 Winks” advertisement. The idea behind this ad supports the restful sleep Upper Class passengers experience when travelling on the new flat beds - they may have had 40 winks on other airlines but until they have travelled in Upper Class they wont have had the proper restful sleep that leaves them feeling fresh when they land at their destination. The 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 the world with a proper mattress for sleeping on.
The third and final poster simply says L1MO X 4 in a car number plate style. This campaign supports the door to door limousine service Virgin Atlantic offers. Upper Class passengers travelling with Virgin Atlantic arrive and depart in style with four complimentary limos that collect and drop passengers off at the airport at both ends of the journey.
Breda Bubear, Head of Advertising and Communications for Virgin Atlantic commented:
“This campaign supports and highlights the fact that Virgin Atlantic truly offers the most unrivalled service in business class - with the biggest flat bed, a private onboard bar to drink at with your friends, a private massage room and four limousines per return trip - a service no other airline can match . With the introduction of our totally redesigned new Clubhouse at Heathrow, we are pushing Upper Class even further ahead of the competition and in true Virgin Atlantic style, we’ve ‘pimped the lounge’.”
Neil Yoxall of Rainey Kelly Campbell Roalfe/Y&R commented:
“Virgin Atlantic continues to lead the pack and truly innovate in the business class cabin. It is a delight to try to do justice to the product with simple and effective posters.”