Virgin Skies joint media campaign launched
Virgin America, Virgin Atlantic Airways and Virgin Australia have joined forces for the first time ever to launch a joint entertainment, digital and out-of-home advertising campaign to convey the Virgin in-flight experience in the Los Angeles market and mark the airlines' global frequent flyer partnership.
The three airlines have unveiled a joint advertising campaign and website at www.flyvirgin.com, which highlights the Virgin airlines' approach to travel. The campaign creative was developed by San Francisco-based agency Eleven and is focused on the Los Angeles market.
The centrepiece of the campaign is a unique creative concept: the airlines, Eleven and Virgin Produced (the entertainment arm of the Virgin Group), teamed up to create an independent short film shot in 20 hours, across three continents and on three commercial flights while at 35,000 feet – a first for a short film. Departure Date was written and directed by award-winning writer and director Kat Coiro (L!fe Happens, While We Were Here and A Case of You) and stars Ben Feldman (Mad Men), Nicky Whelan (Hall Pass), Philip Baker Hall, Luis Guzman, Janeane Garofalo and Max Brown. The scenes were shot in Virgin America's First Class and Main Cabin, Virgin Atlantic's Upper Class cabin, Economy cabin and Onboard Bar and Virgin Australia's International Business cabin which featured the sit-down bar, Ladies-Only bathroom and exclusive Row Five. An exclusive screening of the film will take place at Regal Cinemas at L.A. LIVE in June as part of the official kick-off for Film Independent's 2012 Los Angeles Film Festival – hosted by the three Virgin airlines, Virgin Produced, LA Film Fest, and AEG.
"Virgin airlines have swept all the awards for having the best entertainment systems in the skies but a movie about falling in love with a stranger onboard a Virgin plane: now that's in-flight entertainment!," said Virgin Group's founder, Sir Richard Branson.
The multi-media "Virgin Skies" campaign includes digital media executions as well as out-of-home advertising in the Los Angeles market - where all three airlines have developed a strong flyer base for their service, amenities and in-flight entertainment. The Los Angeles media campaign includes digital billboards across the LA area, including a video billboard on Sunset Boulevard. The campaign banners and film snippets will appear on websites including: latimes.com, laist.com, nytimes.com, guardiannews.com, yelp.com, youtube.com, blip.tv and hulu.com. Visitors to the larger campaign's experiential website www.flyvirgin.com, can learn more about the independent film, the airlines' route networks and the Virgin in-flight experience – as well have the opportunity to win weekly giveaways.
"Travel is one of the most transformative things you can do – and Virgin airlines has always challenged why the experience of getting there can't be just as rewarding. With the best entertainment offerings in the skies, inventive service and unique design – our goal has always been to transform the flight experience and to bring the style back to air travel," said Dimitrios Papadogonas, director of marketing at Virgin America. "In an industry that has become dominated by dismal service, this campaign brings to life how Virgin airlines are continuing to redefine the in-flight experience around the globe."
Simon Bradley, vice president of marketing at Virgin Atlantic added, "Los Angeles is one of the most glamorous cities in the world, with its style, fame and deep roots in the entertainment industry. It's also the only destination that brings all three Virgin airlines together with multiple flights per day to cities across the globe. From the beginning, we knew our campaign should live in Los Angeles and we chose a movie as the best way to celebrate all that is great about LA. Departure Date is our love story to Los Angeles where anything can happen and dreams can come true."