Virgin Atlantic has launched its first advertising campaign in more than two years since the Covid-19 pandemic hit.
Created by the newly appointed creative agency Lucky Generals, the campaign sets out to celebrate “the rich individuality” of the airline’s staff and customers.
The advertisement builds on Virgin’s research findings that travellers find most airline crews to be impersonal in their service. The airline company claim that its on-board staff members are “encouraged to be their true selves”, and therefore offer “a more personal touch”.
The new tagline, “See the world differently”, will feature in a 60-second TV advert that focuses on a group of “charismatic” Virgin staff members, at an airport and on board the A350-1000 plane.
“The line draws on the airline’s heritage of challenging the status quo – as well as recognising that the travel industry is entering an exciting new era, after the disruption brought on by the pandemic,” Virgin Atlantic said.
“Virgin Atlantic is committed to championing the individuality of its people on the ground and in the air.”
“Frontline crew are known for their stylish grooming credentials and unlike at some airlines, already have freedom when it comes to choosing to wear make-up, as well as offering female crew the choice to wear trousers and flats, as well as skirts and heels.”
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The campaign will also include print shots of Virgin Atlantic crew and customers, with lines such as “I am my own captain” and “A crew like no other”, championing individuality.
Virgin Atlantic CEO Shai Weiss said: “At the core of our business is the understanding that every one of our people can be themselves at work and that they belong.”
“They truly are the thing that sets us apart and the reason customers choose to fly with us.”
“We know that the touchpoints that matter most and the experiences that differentiate Virgin Atlantic, are driven by our people and that’s why it was so important they’re at the heart of this campaign.”
Virgin Atlantic vice president of brand and marketing, Annabelle Cordelli added: “It’s more important than ever that we reimagine the world and lead the way with fresh ideas.”
“Virgin Atlantic is uniquely placed to do this because of the rich individuality of our people and our customers: the unique people who march to their own drumbeat, fly their own path, see things from a different angle.”
“So it makes sense to start by championing them – and then apply this spirit to everything we do. After two challenging years when life has been on pause, it’s time to see the world differently.”
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