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.