Virgin Atlantic unveils Upper Class campaign

Four confident celebrities front the latest multimillion-pound Virgin Atlantic campaign to promote the airline's Upper Class service.

Four confident celebrities front the latest multimillion-pound Virgin Atlantic campaign to promote the airline's Upper Class service.

The campaign, through Rainey Kelly Campbell Roalfe/Y&R, aims to position the airline's Upper Class facilities as first-class service at the cost of a business class ticket. It also builds on previous campaigns that have aimed to establish Virgin Atlantic as a stylish and luxurious way to travel.

The campaign focuses on the improved product benefits of the Upper Class service, and the four celebrities are intended to personify the stylish and confident ideal of the Virgin Atlantic brand.

The campaign comprises four 40-second executions where each celebrity talks to the camera from Virgin Atlantic's new flying bed, one of the Upper Class facilities.

In the first spot, Malcolm MacLaren enthuses about the onboard massage and flying on the upper deck, saying it makes him feel 'closer to God'.

Marianne Faithful fronts the next spot, speaking of her hedonistic lifestyle of limousines, bars on planes and top-quality food, while pointing out that she can only get all these things at once on Virgin Atlantic.

In a third spot, Simon Callow delivers a series of timeless quotes that make subtle reference to the sleep-inducing qualities of the new flying bed. Anna Friel fronts the last spot by imploring the viewer to 'come to bed' on the reclining seat that is being rolled out across the airline's fleet.

The campaign highlights that Virgin Atlantic's Upper Class service competes directly with other airlines' first class sectors through its product benefits package, which includes a two-way chauffeur service and drive-through check-in.

Mark Roalfe, the joint creative director of Rainey Kelly, said: 'This may well be the start of a long-running campaign of talks from the big seat. Each of the celebrities we have worked with for this campaign improvised and told very personal stories in their own particular style, making the selection of just a few words a difficult task.'

James Murphy, a managing partner, added: 'It's a campaign that is very British, very stylish and mildy eccentric rather than corporate or bombastic. It's very Virgin and brings to life the seamless journey that Virgin Atlantic Upper Class offers and the whole experience of being spoilt rotten.'

The campaign was written by Robert Campbell and art directed by Mark Roalfe. It was directed by Jeff Stark through Stark Films. Media planning and buying is through MGM.


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