Virgin Atlantic

Inflight massage station


Virgin Atlantic's new Upper Class Suite is set to challenge the traditional first class market and become the natural choice for soon-to-be homeless Concorde flyers. Priced at a business class fare, but targeted at both business and first class markets, the Upper Class Suite is supported by a groundbreaking integrated launch campaign, created by Start.

The challenge; To create a revolutionary strategy, which would be Virgin Atlantic's first ever global below-the-line product launch and branding campaign solely from the UK.
Initially, Start branded the new Upper Class Suite following extensive strategy and naming discussions with Virgin Atlantic's Brand Team and advertising agency Rainey Kelly Campbell Roalfe/Y&R. The name 'Suite' signifies a quantum leap in quality and comfort offered by the new concept - a radical, patented new design providing passengers with an extra-wide seat that flips over into a customised, extra-long bed - in relation to rivals' standard business and first class seats. This required a novel approach for launch communications.

The solution: a global campaign featuring integrated, on and offline direct marketing pieces tailored to key audiences. The high-value showcase brochure was styled after a 12" limited edition album and will be sent to 2 400 top corporates and premier flying club members across the UK. A 7" version of the brochure was also sent to over 90,000 flying club members, travel agents and flyingco. companies across the UK. In the US, a total of 120 000 brochures are being sent out to top corporates, flying club members and travel agents. Over 56 000 will be sent out in South Africa, and 4 000 in Japan.

The key brochure pieces invite the audience to the microsite, the hub of the campaign. The site enables the visitor to explore the Suite concept and simulate the new Upper Class cabin experience. HTML emails were sent to over 230 000 flying club members across the UK, and over 118 000 members in the US, to drive them to the microsite where they can experience and explore the Upper Class Suite for themselves. Start also developed a moving image video that translates the ground-breaking Suite concept into a corporate sales environment.

Start also created a 'Suite Selection' chocolate box, sent to nearly 2 500 agencies and intended as a 'sharer' mailer for agencies to distribute and enjoy. The 'Suite Selection' raises awareness and drives excitement about the new product. It includes the 7" brochure and encourages agents to visit the microsite trade section for offers, incentives and to experience the Upper Class Suite.

With the Upper Class Suite campaign, Start has made a revolutionary change to the look and feel of airline photography and imagery. By layering interiors photography with moving-image fashion-style photography inspired by style and fashion magazine art direction, the brochures, video and microsite have real energy and synergy.

Breda Bubear, Head of Advertising and Promotions, Virgin Atlantic says: "The day has finally arrived and didn't you do us proud! The site is working perfectly and we're getting great reaction to it...Thanks again for being as passionate as us about this project - we couldn't have done it without you!"

Sir Richard Branson, chairman of Virgin, says: "Our Upper Class Suite demonstrates our firm commitment to continue to invest in product innovation. Quite simply, our Upper Class Suite gives you everything and more than you get in others' first class - except the bill!