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By Jennifer Faull, Deputy Editor

December 31, 2012 | 2 min read

Virgin Atlantic has launched a new brand campaign entitled ‘Flying in the Face of Ordinary’ developed by creative agency RKCR/Y&R.

The campaign is the first to come from Virgin Atlantic in two years and has aimed to highlight the airline’s added value positioning.

The new brand proposition kicks off with a global TV advertising campaign and, in 30”, 60”, and 90” TV and cinema edits, a faux movie trailer to pay tribute to the airline’s staff in a superhero style.

RKCR/ Y&R developed the concept working with production company Partizan and the VFX studio MPC.

The marketing campaign comprises print and out of home and a content hub on virginatlantic.com continues the ‘Flying in the Face of the Ordinary’ message and features content on Virgin Atlantic’s people, destinations and product as well as details on the real-life Virgin Atlantic staff who inspired the TV ad.

Simon Lloyd, director of marketing for Virgin Atlantic commented: “We wanted to capture the essence of Virgin Atlantic with this new campaign and bring the glamour and fun back into long-haul travel. ‘Flying in the Face of Ordinary’ is more than a marketing campaign; it is a powerful brand proposition and long term platform that will be reflected in all areas of the business from communications and marketing to product and service.”

Mark Roalfe chairman and executive creative director of RKCR/Y&R also added: “We wanted to bring to life that special spark that makes the people at Virgin different. I think the film really captures that but with the tongue in cheek tone of voice that we've built with Virgin over the last 18 years”.

Virgin Atlantic

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RKCR/Y&R

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