SOUTH NORWALK, Conn.,
Feb. 11 /PRNewswire/ -- Virgin Atlantic Airways, one
of the world's leading long-haul airlines, today 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.
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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.
About Virgin Atlantic:
Founded in 1984, Virgin Atlantic Airways now offers high-flying service
from 10 U.S. cities to London, operating long haul services to 33 destinations
worldwide as far apart as Las Vegas, Tokyo, Delhi, Boston and Shanghai, with
recent growth to Mumbai, Dubai, Nairobi and from Chicago. Even with Virgin
Atlantic's growth, the service still remains customer driven with an emphasis
on value for money, quality, fun and innovation, ensuring flying Virgin
Atlantic is always an event.
-- There are 38 aircraft in Virgin Atlantic's fleet, comprising 747-400s,
A346-600s and A343-300s
-- Sir Richard Branson is the Founder and President of Virgin Atlantic
-- Steve Ridgway is the Chief Executive Officer
-- In 2007, Virgin Atlantic carried approximately 6 million passengers.
Even with Virgin Atlantic's growth, the service remains customer driven
with an emphasis on value for money, quality, fun and innovation
About McKinney:
McKinney is an advertising agency pioneering the industry in crafting rich
conversations that build strong emotional and transactional connections
between brands and the right people.
Founded in 1969, the Durham-based agency has created some of the most
innovatively integrated marketing communications programs, including Audi of
America's Art of the Heist, Travelocity's Roaming Gnome, the Polaris CEO Duel
and the launch of the Sony Bravia LCD TV. McKinney's clients include
Brown-Forman Corporation's Southern Comfort, Coldwell Banker, Full Frame
Documentary Film Festival, Major League Gaming, The NASDAQ Stock Market, Qwest
Communications, Select Comfort, Travelocity, Virgin Mobile USA and Virgin
Atlantic Airways. Two-time winner of the Yahoo! Creative Summit and one of the
top EFFIE winning agencies in 2007, McKinney's work is also recognized by the
Cannes Advertising Film Festival, the New York Andy Awards, the One Show and
the Interactive Advertising Bureau's MIXX Awards, among others.
McKinney is an independent operating subsidiary of Havas, the
sixth-largest advertising and communications group in the world. For more
information, visit our Web site at www.mckinney.com.
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