Virgin Atlantic unveils US brand campaign
Virgin Atlantic is launching a through-the-line brand campaign with a digital hub to push its new Premium Economy service, expanding its UK base to target US users.
The campaign aims to relaunch the new Premium Economy cabin to American
business travellers while reaching core customers and raising brand
awareness.
Start Creative, a Virgin Atlantic agency for 12 years, worked with US DM
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budget-minded audience to promote the space and comfort of the new
service. The tagline 'Get a lot more, for little more' aims to push both
financial and emotional benefits.
Prospective Premium Economy flyers, and their travel bookers, will be
linked through to the campaign site, virginatlantic.com/alotmorespace,
by targeted emails and banner ads. In total 450,000 emails will go out.
These consist of several headlines, providing multiple access points for
users to navigate service features. The site features a series of
interactive narratives with character voice-overs.
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