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Virgin Atlantic's Mumbai campaign takes forward 'pampering experience' of the airline

18-March-2005
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Virgin Atlantic's Mumbai campaign takes forward 'pampering experience' of the airline

Indulge yourself in style - this is the message that is being delivered to Mumbai, home for many aspirations and dreams, by Virgin Atlantic Airways. The airline is wooing the Mumbai travellers in its typical fun and quirky style with its new promotional campaign.

The airline has tough competition to face in Mumbai but this leaves the company unperturbed. As Marketing Manager Neha Lidder said, "Virgin has never entered virgin markets and this is what makes it challenging." The airline is slated to launch on March 31.

McCann Erickson has designed the print campaign. The idea behind the campaign is to capture the 'style and fun' element involved in the Virgin Atlantic customer experience. Asked on the client's brief, Lidder said, "The brief was primarily to capture the fun element involved in traveling and create excitement over our Mumbai launch. We did not want to merely use photographs of pretty destinations on our campaign. The concept was to project our customers as superstars."

Virgin as a brand claims to pamper its customers with services like chauffeur pick and drop, massage therapy, on-board bar and freedom menu in its upper class. Gautam Mehta, Creative Group Head, McCann Erickson, said, "The Mumbai campaign takes forward the message of Virgin "pampering experience" akin to the luxuriant lifestyle of a superstar. The campaign essentially reflects the Virgin spirit where in the passengers are treated like a superstar irrespective of class travel."

The Virgin Atlantic print ad campaign in Mumbai has published in all leading publications on Thursday. Outdoor and Radio campaigns will also hit Mumbai. The SMS contests are another interactive medium being tapped to rope in customers to experience the pleasures of traveling. "Through this campaign, Virgin has rightly captured the spirit of Mumbai through the creative illustration of pampered lifestyle, symbolic of Virgin's onboard comfort. Virgin's new campaign comprises advertising and a radio campaign along with outdoor and promotional activities like SMS contest," she said.

She said, "In the last four-and-a-half years, Virgin has created an exciting brand presence in Delhi, its first point of operation in the country. Now, we are looking forward to flying non-stop on the Mumbai-London route." Asked if the airline is looking at other cities too, she said, "If the skies open up, then Bangalore will be the next destination."

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