Virgin Atlantic 'poppadom' by Rainey Kelly Campbell Roalfe/Y&R

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Virgin Atlantic is promoting its daily flights to Mumbai with a poster campaign by Rainey Kelly Campbell Roalfe/Y&R. The ad, which aims to raise awareness of this relatively new service against competition from more established rivls, is primarily targeted at Indians who fly home for Christmas. The poster shows the sky at night, which is in Virgin's trademark red instead of midnight blue. In the top right hand corner where the moon should be is a half-eaten poppadom. Copy reads "Mumbai. Every night."

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Released: 29 November 2006

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Credits

Project Name
Mumbai
Client
Breda Bubear, head of advertising and communications, and Hamish Rickman, advertising manager, at Virgin Atlantic.
Brief
Raise awareness of Virgin Atlantic's relatively new daily route between Heathrow and Mumbai against the more established competition. Make Virgin Atlantic top of mind for the key Mumbai audience: Indian people flying "home" to visit friends and family.
Creative agency
RKCR/Y&R
Creative team
Robert Messeter & Michael Crowe
Media agency
Manning Gottlieb OMD
Typographer
James Townsend
Photographer
Laurence Haskell
Exposure
Regional outdoor 48-sheets

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