Rainey Kelly creates work for new Virgin Atlantic destination

Virgin Atlantic is advertising its new service to Toronto with an outdoor campaign featuring one of Canada's most famous icons - the moose.

Virgin Atlantic is advertising its new service to Toronto with an outdoor campaign featuring one of Canada's most famous icons - the moose.

The campaign, by Rainey Kelly Campbell Roalfe/ Y&R, shows a moose's head, mounted like a hunting trophy on the wall of a log cabin. To the right of the head is the moose's rear-end, also mounted like a trophy on the wall. The poster reads: 'Toronto and back. Virgin Atlantic', and announces flights to Toronto begin from 12 June.

On the 96-sheet execution, the moose is glancing sideways in astonishment at its furry posterior. In the 48-sheet, he stares straight ahead with a startled expression.

James Murphy, a managing partner at Rainey Kelly, said: 'A loveable moose's head and rear-end on a poster is a very Virgin way to announce flights to Toronto.'

The ad is the latest in a long-running campaign advertising Virgin's long-haul destinations, which includes last year's 'deliphant' ad showing a flying elephant wearing Indian headgear, and a Chicago execution showing a poster-full of baked beans.

The moose ads were art directed by Martha Riley and written by Richard Beesening. Nancy Fouts, who made the 'deliphant' model, also created the moose, which was photographed by Mike Parsons. The 48-sheets will run regionally and in London, including cross-tracks on the London Underground, while the 96-sheets will only run in London.

With the addition of Toronto to its schedules, Virgin now flies all of the top-ten long-haul routes out of London. Flights will operate daily out of Gatwick.

Media planning and buying is through Manning Gottlieb Media.

Rainey Kelly is also running a television campaign for Virgin Upper Class, called 'Tales from the big seat' and starring a number of celebrities.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).