Virgin Atlantic moves below the line to HPT

Harrison Patten Troughton Brand Response has scooped Virgin Atlantic’s entire direct marketing account from Rapier just nine months after it won the task.

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

us.’



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

there.’



Rainey Kelly has been working on the Virgin Atlantic account since

1994.



The airline spent pounds 5.5 million above the line last year, according

to MMS.



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.