Last updated: 11:02 AM ET, Thu April 09 2015

Virgin Atlantic Launches U.S. Ad Campaign

Business Travel | Rich Thomaselli | April 09, 2015

Virgin Atlantic Launches U.S. Ad Campaign

Virgin Atlantic has launched a new U.S. ad campaign aimed squarely at international business travelers.

But you better have the right frame of mind to truly appreciate it.

Virgin Atlantic is hoping “Business is an Adventure,” the theme and tagline associated with the campaign, appeals to businessmen and women who already embrace the travel aspect as something of a journey. And if they don’t, well, VA is hoing to change their minds.’

Developed by Virgin Atlantic’s U.S. agency of record Figliulo∂ners, it launches with out-of-home and digital placements, including a takeover of the new Fulton Street subway station in New York City as well as iconic placements in other major gateway cities, including Los Angeles.

“Virgin Atlantic has always been a challenger brand, and with this campaign we are challenging ourselves and our customers to make their adventures epic,” Mark Figliulo, CEO and Founder of Figliulo∂ners, said in a statement. “Through a series of creative assets, we will demonstrate how Virgin Atlantic inspires people to get the most out of their flight, as well as every opportunity along the way.”

The campaign features action-based phrases targeted at transatlantic travelers such as “Business is an adventure. Make it epic” and “Business is an adventure. Pack for glory.” Additional executions will showcase the airline’s pre-flight and in-flight services with taglines including “Dream big, then make it happen” and “Rock the meeting, roll on home.”

“Virgin Atlantic has always attracted experience-hungry business travelers with a sense of adventure,” said Simon Bradley, Vice President of Marketing, Virgin Atlantic North America. “This campaign, which builds on our global platform ‘Let it Fly,’ takes inspiration from the excitement and buzz people feel when they are on a business trip and highlights how the Virgin Atlantic experience can enable them to be at their best – whether they are gearing up for a big presentation or coming home after a successful meeting.”


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