MUMBAI: Virgin Atlantic Airways is all set to lure travelers in Mumbai with the introduction of its new marketing campaign. Virgin as a brand positions itself as a “pampering experience”. This is translated through their chauffeur pick and drop, massage therapy, on-board bar and freedom menu in its upper class.
Virgin's new campaign focusses on capturing the spirit of Mumbai through the illustration of a Superstar’s pampered lifestyle, symbolic of Virgin’s onboard comfort. The campaign is also supplemented by a radio campaign along with outdoor and promotional activities like SMS Contest.
The Virgin Atlantic ad campaign is essentially print dominated with a series of ads in The Times of India and various other leading publications. Hoardings at prominent locations like Mahim and a campaign on Radio Mirchi has also been scheduled. The radio creative is in sync with the central theme of the campaign
that highlights the unique on-board experience. The SMS contest of is an endeavour to introduce an interactive platform that promises the winners a free trip to London and experience the Virgin product.
According to Virgin Atlantic Airways marketing manager Neha Lidder Ganju, “We at Virgin are very excited about launching services from Mumbai at the end of this month. Through our campaign we would like to communicate the unique and fun product offerings of Virgin and the airline’s promise to make its passengers feel like Superstars”.
Lidder further adds, “In the last four and a half years, Virgin has
created an exciting brand presence in its first point of operation in
the country, Delhi, and now we are looking forward to flying non stop on the Mumbai-London route. The campaign is an appropriate depiction of the same”
The creative is being handled by McCann Erickson. Says McCann Erickson cretive group head Gautam Mehta, “Working
on a brand like Virgin is always great fun yet challenging. The Mumbai campaign takes forward the message of Virgin “Pampering experience” akin to the luxuriant lifestyle of a superstar. The campaign essentially reflects the Virgin spirit where in the passengers are treated like a Superstar irrespective of class travel.”.
