Campaign Digital Awards 2005: Best Travel Campaign

WINNER Title: Virgin Atlantic Upper Class Agency: glue London Creative director: Seb Royce Art directors: Sally Skinner, David Martin Writers: David Martin, Sally Skinner Designer: Rachel Hunt Planning director: Martin Bailie Head of account management: Glenn Jones Client: Virgin Atlantic Advertising executive: Reshna Chandarana Work: www.gluelondon.com/awards/2005/cda2005

Not for the first time, Virgin Atlantic wanted to get one over on its old adversary British Airways. It wanted to show how its Upper Class Suite was superior to BA's Club World. Two campaigns were used. The first depicted contrasting experiences of Upper Class Suite and Club World passengers trying to get a good night's sleep. Overlays and editorial wraps were used targeting affluent users. The second was designed to leave no-one in any doubt that Virgin's Suite was the biggest in business class. The best-performing ads from the first campaign were used, plus audio banners and expandable skyscrapers. The ROI ratio reached 7:1.