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Virgin Atlantic campaign brings backbenchers to the forefront

21-March-2008
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Virgin Atlantic campaign brings backbenchers to the forefront

Virgin Atlantic Airways has unveiled its latest advertising campaign aimed at showcasing the Economy class as a fun and exciting way to travel. Through this campaign, Virgin Atlantic Airways re-creates the fun of the backbench culture from the classroom and makes Economy the ‘cool class’ to fly.

Neha Lidder Ganju, Marketing Manager, Virgin Atlantic Airways India, said, “Our new campaign brilliantly annotates the years that were the best days of one’s life and flying Economy with us, you will have all the fun. With award winning in-flight entertainment, complimentary drinks and many other offerings, we want our passengers to know that they will have a whole lot of fun while traveling in the back of the plane. After all, back benchers get all the attention.”

Sohni Pani, Client Servicing Director, O&M, said, “The brief given to us by the client was that Virgin Atlantic was not ‘just another’ airline. It is not just about flying. Virgin is an experience by itself, an experience of fun and care. The brand enjoys a certain ‘aspirational’ place in the minds of consumers, which at times makes it seem out of reach, especially for Economy travelers. Although Virgin Atlantic is very competitive in its domain, they are a value for money brand. Thus, the airline wanted to bring alive the fun filled core of the brand and bring it closer to Economy travelers. The brief was – re-establish Economy class in the true Virgin way.”

Pani further said, “The Virgin Atlantic Economy campaign is about taking consumers on a fun-filled nostalgic trip to make them smile. The lead in thought of “your back bench in the sky” has been crafted to remind people of all the fun things they did when they sat in the back benches of their schools or colleges. The launch ad establishes the concept with ‘Reclaim your favourite place in the class’.”

The ads are appearing in print in HT Brunch, TOI Delhi, Mumbai, and Pune editions, and magazines like Femina, India Today, Marie Claire. The campaign will continue till May 2008.

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