VIRGIN AIRLINES TEAM UP TO LAUNCH ‘VIRGIN SKIES’ CAMPAIGN
Virgin America, Virgin Atlantic and Virgin Australia Team Up for First Time to Debut Joint Media Campaign
Creative Includes First Short Film Shot at 35,000 Feet Across All Three Airlines
San Francisco, London and Sydney – May 9, 2012 – Virgin America, Virgin Atlantic Airways and Virgin Australia, today announce that all three award-winning Virgin airlines have joined forces for the first time ever to launch a joint entertainment, digital and out-of-home advertising campaign to convey the unique Virgin in-flight experience in the Los Angeles market and mark the airlines’ global frequent flyer partnership. Known around the world for their stylish, entertainment-driven flying experiences, the three airlines have today unveiled a joint advertising campaign and website at www.flyvirgin.com, which highlights the Virgin airlines’ innovative approach to travel. The campaign creative was developed by San Francisco-based agency Eleven and is focused on the Los Angeles market.
The centerpiece 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 Guzmán, 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 or 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 Founder Sir Richard Branson.
Launching on May 9, the Virgin airlines 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 award-winning service, unique amenities and next generation 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 distinctive Virgin in-flight experience – as well have the opportunity to score weekly giveaways.
“Travel is one of the most transformative things you can do – and Virgin airlines have 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.”
Virgin Australia General Manager Marketing Communications, Michael Betteridge said, “The coming together of the three airlines means that the creativity and the DNA of the Virgin brand is told in a unique and first-ever campaign of its kind. Virgin Australia operates 14 flights each week from the United States to Australia. Imagery of the iconic Sydney Opera House is a highlight in the advertising campaign as well as recognizable icons such as Big Ben, The London Eye and the Statue of Liberty – used to demonstrate the global reach of the three Virgin airlines.”
Mike McKay, Chief Creative Officer, Eleven, stated, "Being an iconic, master brand with so many passionate followers, we knew Virgin needed to do something different in Los Angeles when all three of their airlines joined together. So we embraced the soul of Southern California by shooting the very first film at 35,000 feet, and blended it with the fun, intoxicating spirit of the Virgin in-flight experience."
Campaign imagery and high-resolution photos from the filming across all three airlines can be found at: www.virginamerica.com/vx/tri-airline-photos
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Virgin America: Abby Lunardini 650–533–7576 / Abby.email@example.com
Virgin Atlantic: Sarah McIntyre 203-750-2045 / Sarah.Mcintyre@fly.virgin.com
Virgin Australia: Melissa Thomson 61–7–3295–5616/ firstname.lastname@example.org
Eleven Inc.: Janice Snook 650.400.4448 / email@example.com
EDITORS’ NOTES: Virgin America is a U.S.–controlled and operated airline and an entirely separate company from Virgin Atlantic. Sir Richard Branson’s Virgin Group is a minority share investor in Virgin America.
About Virgin America: Headquartered in California, Virgin America offers guests attractive fares and a host of innovative features aimed at reinventing air travel. In just over four years flying, Virgin America was named “Best Domestic Airline” in the Condé Nast Traveler 2008, 2009, 2010 and 2011 ‘Readers’ Choice’ Awards and “Best Domestic Airline” in Travel + Leisure’s 2008, 2009, 2010 and 2011 ‘World’s Best’ Awards. The airline’s base of operations is San Francisco International Airport sleek and sustainable new Terminal 2. The airline’s new aircraft offer interactive in–flight entertainment systems and power outlets near every seat. Virgin America offers Gogo™ WiFi on every flight and hosts the largest in–flight entertainment library in the North American skies via the touch–screen Red™ platform. Virgin America’s Elevate® frequent flyer program has grown to two million members since the airline’s 2007 launch. For more, visit: www.virginamerica.com
About Virgin Atlantic Airways: Virgin Atlantic Airways, one of the world’s leading long-haul airlines, was founded in 1984, and currently has 38 aircraft in its fleet. Virgin Atlantic offers service from 10 US cities and Vancouver, BC to London and onto a range of long-haul destinations worldwide. From its main base at London Heathrow and Gatwick, Virgin Atlantic services destinations as far apart as Las Vegas, Tokyo, Delhi, Boston and Shanghai. Even with Virgin Atlantic’s continued growth, the service still remains customer driven with an emphasis on value for money, quality, fun and innovation ensuring flying Virgin Atlantic is always an event. Pioneering many air travel innovations, Virgin Atlantic received a number of 2010 travel trade awards including for the third consecutive year, Travel Weekly’s “Best International Airline,” Global Traveler’s “Best Airline for Premium Economy Class,” Business Traveler’s “Best Premium Economy Class in the World” and for the first time, “Best Airport Clubs/Lounges.” To book travel contact 800-862-8621. For additional information, visitwww.virgin-atlantic.com
About Virgin Australia: Virgin Australia group of airlines (ASX: VAH), formerly the Virgin Blue group of airlines, was launched in 2000 as the first sustainable low-fare airline in Australian skies. It has established a global reputation as an innovator and leader in the aviation industry; renowned for the warmth of its people and the quality of the service they provide. Starting out as a single airline operating a single route with just 200 team members, today the group employs over 7,000 people and includes Virgin Australia international and domestic airlines and Virgin Samoa, a joint venture with the Government of Samoa. Virgin Australia operates a fleet of modern Boeing 737, Boeing 777, Airbus A330, ATR-72 Turboprop and Embraer E-Jet aircraft flying to Australian and international destinations including the USA, UAE, New Zealand, Indonesia, Thailand, Papua New Guinea, Fiji, Samoa, Tonga, Vanuatu and the Cook Islands.Velocity is the global frequent flyer program of Virgin Australia, providing members with many easy, everyday ways to earn Velocity Points and enjoy fantastic rewards sooner.
About Eleven Inc.: Eleven Inc. is an independent, truly media agnostic, full-service creative communications agency, brand studio, and innovations lab based in San Francisco, and founded in April 1999.Current clients include Apple, Virgin America, Union Bank, Coinstar, EatonVance, NetApp, San Francisco Travel Association, Sun Valley Resort, Visa, AAA and more. www.eleveninc.com