Virgin Atlantic 'je ne sais quoi. defined' by Rainey Kelly Campbell Roalfe/Y&R

Virgin Atlantic is promoting its Upper Class offering through a new print, outdoor and online campaign.

Created by Rainey Kelly Campbell Roalfe/Y&R, the campaign introduces a new positioning to underline the brand’s luxurious credentials: "Your airline’s either got it or it hasn’t".

The print ads feature stylish shots of passengers enjoying the glamour and comfort that Virgin Atlantic has to offer, along with the strapline: "Je ne sais quoi. Defined".

An accompanying digital campaign will feature banner ads, as well as a microsite that will allow users to experience all aspects of the Virgin Atlantic experience.

Paul Dickinson, director of sales and marketing for Virgin Atlantic said: "People always tell us that there is something special and different about travelling with Virgin Atlantic and this campaign was designed to illustrate that certain magic ingredient that sets us apart from the competition."