The campaign aims to relaunch the new Premium Economy cabin to American business travellers while reaching core customers and raising brand awareness.
Start Creative, a Virgin Atlantic agency for 12 years, worked with US DM agency Chinnici Direct. The resulting campaign targets a corporate budget-minded audience to promote the space and comfort of the new service. The tagline 'Get a lot more, for little more' aims to push both financial and emotional benefits.
Prospective Premium Economy flyers, and their travel bookers, will be linked through to the campaign site, virginatlantic.com/alotmorespace, by targeted emails and banner ads. In total 450,000 emails will go out. These consist of several headlines, providing multiple access points for users to navigate service features. The site features a series of interactive narratives with character voice-overs.