Virgin Atlantic has today launched a new brand and advertising campaign, which is the first from the company in more than two years, since the start of the pandemic.
Virgin Atlantic promotes individuality in new ad
Virgin Atlantic’s latest ad campaign has the tag line “see the world differently.” As it’s described, this line draws on the company’s heritage of challenging the status quo, and recognizing that the travel industry is entering an exciting new era. Here’s the gist of the campaign:
The campaign will champion the rich individuality of the airline’s people and customers, building on research showing that travellers find most airlines’ crew to be impersonal in their service. In contrast, Virgin Atlantic crew are encouraged to be their true selves on board and on the ground. They don’t follow a script and are seen to offer a more personal touch.
As part of this campaign, there’s a new 60-second TV ad which was filmed at the airport and onboard a Virgin Atlantic Airbus A350-1000. The ad has a remake of the song “I am what I am” playing in the background, which seems fitting. You can see the ad for yourself here:
And if you’re interested, here’s a behind the scenes look at how this was filmed:
In addition to the video ad, there will also be a print campaign made up of shots of Virgin Atlantic crew and customers championing their individuality. This includes a businesswoman saying “I am my own captain,” a family arriving for their holiday saying “a crew like no other,” and a female captain with the line “born to fly.”
Here’s how Virgin Atlantic CEO Shai Weiss describes the idea behind the campaign:
“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.”
This is a cute ad campaign
I really enjoyed Virgin Atlantic’s new ad:
- The production quality is excellent, and this doesn’t feel at all low budget
- This ad does a good job of promoting inclusivity and individuality in a fun way that I don’t think many people will find objectionable (though I’ll have to tune in tonight to Tucker Carlson to see for sure), which is a delicate balance nowadays
- While this is a feel good ad, I’m not sure it’s going to sell a lot of airline tickets, or make people seek out Virgin Atlantic over a competitor
- In general I’m impressed by how Virgin Atlantic’s marketing has tastefully evolved over the years; the airline continues to heavily promote its people in ads, but in a different way than decades ago (see below)
Virgin Atlantic has just launched its first ad campaign since the start of the pandemic, with the tag line “see the world differently.” This is intended to highlight the individuality of both staff and passengers, and I think it’s done in a tasteful way. I’m not sure this is going to sell all that many tickets, but then again, often that’s not the point of these kinds of ads…
What do you make of Virgin Atlantic’s new ad campaign?