Virgin Atlantic looks to the property ads for press campaign

Campaign 24-Sep-04

Virgin Atlantic is supporting its TV advertising for the launch of its Upper Class Suite with a tactical press campaign based around property sections.

Manning Gottlieb OMD, Virgin Atlantic's media agency, has developed the idea of taking ads among exclusive property pages. The ads will initially run on the inside front cover of Country Living and the property section of the news magazine The Week, from 7 October.

The spoof ad describes the Virgin Atlantic "property" as: "33,000ft.

A spacious modern residence in a stunning position beautifully refurbished throughout, offering impressive views of San Francisco and New York."

Hamish Rickman, the account manager at Manning Gottlieb, said: "We started with the idea that Upper Class is everything you could ever want and that led us to the property idea. It adds a bit of Virgin-ness to the campaign."

The ad was created by the RKCR/Y&R team Dan Warner and Andy Vasey.