Harrison Patten Troughton Brand Response has scooped Virgin
Atlantic’s entire direct marketing account from Rapier just nine months
after it won the task.
The move brings Virgin Atlantic’s advertising and direct marketing
strategy together as HPT’s backer, Rainey Kelly Campbell Roalfe, holds
the above-the-line business.
The account was moved without a formal review, and Rapier did not
repitch for the business. Tim Patten, the managing partner of HPT, said:
’Virgin Atlantic knows our backgrounds, both since the agency launched
and historically, and now seemed a good time to move the account over to
Breda Bubear, the head of brand communication for Virgin Atlantic, said:
’We’ve made this decision for two reasons. The first is that we believe
that HPT has great creative and strategic credentials and has the
capability to deliver the quality of work that Virgin Atlantic demands.
The second reason is that, as the sister agency of Rainey Kelly, we will
also benefit from improved integration of our overall communications
which can only serve to strengthen the brand. We are delighted to have
them on board.’
HPT’s remit includes encouraging regular flyers on other airlines to try
Virgin and to keep customers up to date with new routes and improvements
to the service.
Patten explained: ’To start with, we will be looking at Virgin
Atlantic’s business objectives and plan a strategy for the following
year. There is a large and growing database of customers as Virgin
Atlantic is increasingly appearing on people’s shopping list. There are
new routes opening up and there is plenty of acquisition potential
Rainey Kelly has been working on the Virgin Atlantic account since
The airline spent pounds 5.5 million above the line last year, according
Since Rainey Kelly announced it was backing Steve Harrison, Martin
Troughton and Tim Patten in a below-the-line start-up (Campaign, 20
March), HPT has picked up business from Royal & SunAlliance, Granada
Plus and Telstra.