For the first time in two years, Virgin Atlantic has released a new ad campaign, ‘Flying in the face of ordinary’. Following their ‘Still Red Hot’ advert back in October 2010, the new campaign aims to instil a sense of luxury and fun into the flights. There was a time when the idea of taking off was appealing, now thanks to ‘cattle class’ stereotypes it is seen as more of a chore. What’s more as air fares increase, consumers are going for cheap flights, but on many occasions the saying is true, ‘you get what you pay for’. Flying in the face of ordinary is designed to showcase the added value from the flights and offer customers a “welcome splash of red in a weary world of grey”.
Focussing on the cabin crew and their possession of ‘special gifts’ the adverts enlighten us on their childhood origin; one of the scenarios shows a young boy catching fish from a river with only his hands, then leads to him ‘saving’ falling items from an overhead compartment on a flight.
Marketing director Simon Lloyd says “’Flying in the Face of Ordinary’ is more than a marketing campaign; it is a powerful brand proposition and long term platform that will be reflected in all areas of the business from communications and marketing to product and service”
After some of the adverts that were introduced to us in 2012, it is exciting to see that the innovative thinking has rolled on to 2013. We hope adverts like these continue...