Virgin Atlantic focuses on customer aspirations in global brand campaign

Virgin Atlantic has launched an ad campaign that focuses on its customers' travel aspirations as it looks to position itself as a “customer centric” airline.

The Let it Fly campaign is the first piece of work created by adam&eveDDB since the agency’s appointment last year, and is markedly different from Virgin Atlantic’s previous campaign, by RKCR/Y&R, which focussed on its cabin crew.

A global TV ad campaign The Idea, which consists of 30, 60, and 80-second TV and cinema spots, broke in the UK on 3 January and includes print, digital, out of home and social media. All ads promote the destinations that Virgin Atlantic flies to and the experiences available in each.

The ad follows a passenger on his way to pitch a business idea and is set to Depeche Mode’s Personal Jesus.

Hamish Rickman, head of brand engagement at Virgin Atlantic, said: “Virgin Atlantic naturally attracts customers who are passionate about seeking new experiences and this campaign throws down the gauntlet to them to turn their ideas and dreams into reality.”

“This campaign is a real step change in how we express ourselves creatively. We’ll always be a challenger brand but for this campaign, instead of challenging the competition, we are challenging ourselves and the customer to ‘let it Fly’.”

The ad shows the variety of services available on a Virgin Atlantic flight including sleeping pods and an on-board bar.

The airline recently teamed with Microsoft to give it control of different aspects of the inflight experience, such as temperature, lighting and positioning of seats, in real time as consumers move around the aircraft, with the use of XBox Kinect technology.

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