Virgin Atlantic promotes Delta Airlines partnership with experiential campaign

Virgin Atlantic has created an experiential campaign starring illusionist Drummond Money-Coutts in a bid to promote its partnership with American carrier Delta Airlines.

To raise awareness of the destinations Virgin Atlantic now flies to the USA thanks to the joint venture, the airline brought Money-Coutts along with some of Virgin Atlantic's cabin crew to London in a red Cadillac.

Passers by were able to pick a destination from the airline’s US route network at random before being challenged to send the illusionist the US city they chose through 'telepathy'. If successful they were awarded with flights to the destination.

Hamish Rickman, head of brand engagement said: “Working with Money-Coutts gave us a fun way to showcase all that America has to offer. Our winners are now travelling to cities such as Knoxville, Seattle and Pittsburgh to start enjoying their American dream."

The work was carried out by the newly created Havas Sport and Entertainment Cake, a new UK hub for entertainment and content formed last month.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.