Virgin Atlantic announced the launch of its new global brand proposition called "Flying in the Face of Ordinary."
In January, Virgin Atlantic will begin its new campaign "Flying in the Face of Ordinary" masterminded by RKCR/Y&R.
According to a report by Breaking Travel News, the new campaign is all about "the airline's passion for flight and demonstrates how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers."
"We wanted to capture the essence of Virgin Atlantic with this new campaign and bring the glamour and fun back into long-haul travel," Simon Lloyd, Director of Marketing for Virgin Atlantic said. "'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."
The new brand proposition will be launched with a global TV advertising campaign. Movie trailers of staff portrayed as superheroes which are meant to pay tribute to the staff are also part of the advertising campaign.
The staff is portrayed as children with special gifts and extraordinary talents, including intuition, rapid reflexes, creative problem solving, heightened empathy and an ultimate passion for flying.
According to the report, "A heightened reality sets the scene across the marketing campaign with Print and Out of Home showcasing Virgin Atlantic's iconic cabin crew presenting individual cabin experiences with collaged product photography."
The campaign was written by Steve Williams and Adrian Lim and shot by Tim Bret Day.
"We wanted to bring to life that special spark that makes the people at Virgin different," Mark Roalfe Chairman and Executive Creative Director of RKCR/Y&R said. "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."
