Magazine article Marketing

Virgin Atlantic Set for Flat-Bed Battle

Magazine article Marketing

Virgin Atlantic Set for Flat-Bed Battle

Article excerpt

Virgin Atlantic is about to unveil a new weapon to fight British Airways' lead in the premium air travel market, with a redesign for its Upper Class cabins that promises longer and wider beds than in BA's Club World.

The design, patented by Virgin Atlantic in February, comprises a back-rest that is shaped and upholstered like a seat when it is in the upright position, but pivots to create a flat mattress in the sleeping position.

According to the blueprint, some of the beds will be at least 2.16m, longer than BA's flat-beds and suitable for customers over six feet tall.

The beds will begin to be installed in the Upper Class cabins of Virgin's jets within a few weeks, and are expected to be launched with a major PR offensive. A through-the-line marketing drive will follow later in the year, once most of the cabins have been converted.

Virgin Atlantic uses Rainey Kelly Campbell Roalfe/Y&R for its advertising, Start Design for its direct marketing, and Manning Gottlieb OMD for media planning and buying. …

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