Virgin America recently announced the launch of its new national multi-media “Breath of Fresh Airline” advertising and marketing campaign. The campaign is designed to convey the airline’s hip, innovative and fresh guest experience.
The “Breath of Fresh Airline” campaign brings the experience of flying Virgin America to life with compelling, engaging, rich media – showcasing the airline’s unique amenities, from the unrivaled breadth of entertainment content available on its touch-screen in-flight entertainment platform Red, to its inventive design elements including its signature cabin “moodlighting” which transitions across 12 shades based on outside light and is designed to relax and inspire travelers.
The campaign uses an airplane window to frame its declarations of Virgin America’s mission to reinvent the typical domestic flight experience with the best in design, entertainment, food and service. The campaign also conveys the airline’s status as a consumer champion that is fighting for the flyer – not just with competitive fares, but through an in-flight experience that is anything but the typical domestic airline “cattle car.” – I read that as a direct swipe at Southwest Airlines. What do you think?
“From the start, Virgin America’s mission has not only been to fight for the consumer but to bring the style and fun back to air travel,” said Porter Gale, Vice President of Marketing at Virgin America. “We believe the journey can be as enjoyable as the destination. We wanted this campaign to not only convey that point of view and our Virgin sense of humor and style, but also show flyers just how much our unique experience has transformed the status quo of flying.”
The multi-layered and image-driven campaign launches today with video, in-cinema, online video banners, iPad, out of home (OOH) and print advertising. The “Breath of Fresh Airline” campaign provides a glimpse of how Virgin America has made flying fun again for guests with the aircraft window acting as the central element in many of the ads tying the creative together. In print ads, the window acts as a frame displaying a single moment on a Virgin America flight. The campaign includes Chicago O’Hare International Airport (ORD) interactive boards that invite train riders to snap a picture of themselves in an empty window and share the picture with Virgin America on Twitter using the #VXChi hashtag.
As part of the campaign, Virgin America also partnered with sister company, Los Angeles based Virgin Produced and Stun Creative to create unique, humorous videos that allow viewers to experience the airline’s moodlit cabins and amenities like fleetwide WiFi, power outlets, seat-to-seat chat, on-demand food ordering and the largest in-flight entertainment library in the U.S. skies. Virgin America has invited members of the public to help decide which video will be featured on Red, by voting on their favorites at Squabbler.com, the new online debate forum from the creators of AwkwardFamilyPhotos.com. The site gives people a chance to post their 30-second arguments about any topic and allows the site’s audience to vote for and select a winner.
Virgin America will give away one roundtrip flight to a voter who leaves the most creative and original comment on the Virgin America Squabbler video page. Check out the official rules and fine print here: http://virginamerica.com/html/squabbler_video_comment_contest.pdf
Virgin America also developed a flight trailer – a first for the airline – that provides a movie trailer-length peek inside the Virgin America experience that will run in-cinema.
“It is hard to verbally convey how different our in-flight experience is. Every day we receive posts, Twitpics, videos and other reviews from our flyers about how much they love our in-cabin experience – some coming live from 35,000 feet via our fleetwide WiFi,” added Gale. “This campaign is essentially providing snapshots of the same real-life guest experiences we hear about every day.”
Mr. Courtney Buechert, President, Eleven, stated, “Virgin America is an iconic brand with a passionate, loyal following. It really is a breath of fresh air. We’re excited to continue to amplify the conversation around the Virgin brand, this time round with engaging, entertaining videos and digital.”
I, personally, have not had the pleasure of flying Virgin America, but when a company gets unsolicited messages on Twitter from the likes of Biz Stone – something good must be happening (see Biz’s tweets from today below):