Summary:

Challenge - There needed to be a communication of Virgin Atlantic's new Upper Class identity and product globally.

Strategy - Start created a below-the-line launch for the revolutionary new Upper Class seat and cabin, with an integrated campaign capturing people's desires to explore. The creative theme was conveyed through a 'dreamy', image rich journey -- providing an interactive experience of the cabin, a guide to service features, immersed in brand values. Start branded the product the 'Suite' and, through targeted print, email and direct mail, drove audiences to the campaign hub -- a microsite.

Result - The launch has contributed to a 45% rise in passengers flying Upper Class on routes featuring the Suite.

Credits :

Client : Virgin Atlantic - www.virgin-atlantic.com

Creative Firm : Start - www.startcreative.co.uk

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