Virgin Atlantic pushes economy fares in £1m ad campaign

LONDON - Virgin Atlantic is to launch an 拢1m advertising campaign, created by Rainey Kelly Campbell Roalfe/Y&R, this month to promote its economy fares to London commuters.

The price-led marketing activity will launch tomorrow and will feature ads in national publications, on radio and online. It will also be using new digital escalator panels currently being rolled out across the London Underground network.

The posters show the route map of Virgin economy fares and states what activities are associated with each destination including: "Tea in Boston"; "Chillin' in Jamaica"; and "Bhangra in Bollywood".

Juliet Haygarth, group account director for RKCR/Y&R, said: "We've worked with Virgin Atlantic to develop a focused campaign with a clear and simple message that is capable of standing out against the competition and maintaining all the brand's values."

Virgin hopes to reaffirm the price promise that customers can find Virgin's cheapest fares online and those customers may also upgrade to premium economy when purchasing an economy ticket online.

Paul Dickinson, sales and marketing director for Virgin Atlantic, said: "This new 拢1m advertising campaign reaffirms the fact that you can fly our fantastic, award-winning airline to any of our many destinations worldwide all at highly competitive prices. It also reminds customers that the place you can find our cheapest fares online is our website."

Marketing magazine named RKCR/Y&R as its Creative Agency of the Year in December 2006 for work on Virgin Group projects and the "Your M&S" creative.

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